Digital platforms language of Indonesian governments and Indonesian influencers

Using various digital platforms has created a new phenomenon today. Communication using digital platforms is evolving rapidly, and digital identities can be shaped according to the `will of the account owner.’ It has created a stage for government officials and influencers to show their existence. This study aimed to explore how influential figures in Indonesia, namely government officials and influencers, used the Internet to present their identities when using multiple platforms. This study also explored and described motives used by multi-platform users in building digital identities. Halliday’s theory was used to explain ideational, interpersonal, and textual meanings. Kress and Leeuween’s multimodality approach was used to explain images, symbols, and videos. The results found that government officials and influencers demonstrate a friendly and equal identity through an eye-level perspective. The desired distance to be displayed to the netizen is the close personal distance, indicating the intimacy between the netizen and the account owner. The frame size is a big uncertainty, and there is a wish to inform the netizen about the activities. The difference lies in the caption. Government officials show a caption that aligns with what is in the post. Meanwhile, influencers use captions with a little variety. One of them is using non-standard language, such as captions that contain humor, as a promotional event and sometimes unrelated to the image. Based on the researcher’s knowledge, multimodality analysis used across digital platforms of officials and influencers has never existed.