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In a beauty pageant contest, there is a famous concept of 3B (Brain, Beauty, and Behavior) that need to be fulfilled. In order to satisfy the concept, one of the ways that West Sumatera’s pageant did is by using social media especially Instagram. To make a good self-concept as a flawless person of that 3B criteria, West Sumatera pageant organize their Instagram feeds with an impression management strategy called glorification. This research is using constructivism paradigm of qualitative approach and coding analysis. This research aims to look at the strategy that used by West Sumatera’s pageant to manage the glorification impression on their Instagram account. This research is using Dramaturgy Theory bg Erving Goffman that focus on the strategy of management impression. The results of this research show that West Sumatera’s pageant made a self-concept that made them looks good in front of the Instagram followers by using five strategies such us ingratiation, competence, intimidation, exemplification, and supplication. These strategies were used to expedite the self-image of West Sumatera’s pageant in order to look good and to attract another Instagram user’s attention.

Dramaturgic Strategy of Glorification on West Sumatera Pageant’s Instagram