Young, Famous, and Confused: The Narrative Storytelling of Young Indonesian Influencers During the COVID-19 Pandemic

This article explores the experiences of several middle-class Indonesian TikTok influencers, ages 16–17, and how they navigate the psychological and social demands of their online presence. Drawing on Goffman’s self-presentation theory, the study analyzes over 254 posts from June to October 2022 to examine how these influencers negotiate and present their identities online, including the management of economic and political pressures when their content goes viral. The findings reveal that their content often reflects common middle-class concerns in Indonesia, such as family issues, the need for attention, financial problems, sexual abuse, rebelliousness, and a lack of confidence. Simultaneously, they project idealized selves characterized by humility and religiosity, largely influenced by Indonesian social norms. Additionally, the study highlights the prevailing cultural expectation for success, which includes a good education, symbolic capital, extensive social network, and access to politicians. The young influencers grapple with the tension between consistency and discordance, striving to balance self-expression with the demands of a large audience in their everyday lives.