Representasi Identitas Digital Pelari Kalcer Pada Akun Instagram Komunitas @unionsubculture

Wicaksono, Imam Rifqi (2026) Representasi Identitas Digital Pelari Kalcer Pada Akun Instagram Komunitas @unionsubculture. Undergraduate thesis, Universtitas Pembangunan Nasional "Veteran" Jawa Timur.

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Abstract

In today's digital era, running has undergone a significant shift in meaning, transforming from a mere physical fitness activity into an arena for building social identity and lifestyle. This phenomenon has given rise to the term "pelari kalcer" (culture runners), a subculture that heavily prioritizes visual aesthetics while exercising. This study was conducted to dissect how the digital identity representation process of these culture runners is shaped through content uploaded on the @unionsubculture community's Instagram account. The primary focus of this study is to explore the visual strategies utilized by this Surabaya based local community to communicate their urban character and lifestyle to the broader public on social media. This research employs Charles Sanders Peirce's Semiotics theory, which encompasses the elements of Sign, Object, and Interpretant, combined with Dick Hebdige's subculture concept regarding the practice of bricolage. Through this theoretical framework, the research examines how external cultural elements are reassembled into snew visual messages. A qualitative descriptive approach is utilized to analyze a corpus of 15 visual contents, comprising photos and video reels published by the @unionsubculture Instagram account from March 2025 to March 2026. All visual data were then comprehensively analyzed using the stages of Miles and Huberman's interactive model. The study finds that the @unionsubculture community deliberately and consistently displays aesthetic patterns that adapt the 1980s-1990s urban street culture, which is inspired by a subculture and fashion movement known as the "New York Urban Style". This is manifested in three main dimensions: the use of dark-nuanced streetwear that defies the conventional function of running attire, street photography techniques featuring burst, flash, and motion blur effects at night, and the adoption of grunge or rough graphic designs along with collaged visual elements, such as rough paper textures reminiscent of underground music gig posters. In conclusion, this community consciously engages in the practice of bricolage to dismantle the generally rigid and formal image of conventional running, while simultaneously asserting their digital existence as urban runners who embody an expressive and independent spirit of freedom. Keywords: Culture Runners, Digital Identity, Visual Semiotics, Subculture, Instagram, Culture.

Item Type:

Thesis (Undergraduate)

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