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Article | Journal of Digital Marketing and Communication | Volume 6 - Issue 2 - 2026 | 196−214 | https://doi.org/10.53623/jdmc.v6i2.1360
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

Impression Management of Freelance Domestic Workers: A Case Study of Instagram Account @reni_goclean

Author(s): Nuria Astagini ORCID https://orcid.org/0000-0003-1096-3508
Author(s) information:
Master of Communication Science Program, Faculty of Communication, Universitas Multimedia Nusantara, UMN Campus, Kompas Tower 9th Floor, Jl. Palmerah Selatan No. 21, Jakarta, Indonesa

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Journal of Digital Marketing and Communication

Volume 6 - Issue 2 - 2026

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Social media has evolved into a digital platform through which domestic workers can express and construct their identities. Many freelance domestic workers have used Instagram to offer their services independently, as exemplified by the account @reni_goclean. This study aimed to examine and describe the impression management strategies employed by a female freelance domestic worker through this account. Erving Goffman’s dramaturgical theory was used as the theoretical framework for analyzing the content posted on the @reni_goclean Instagram account. The findings showed that, on the front stage, the subject presented herself as versatile, professional, and grateful for her work. This self-image was conveyed through various reels that highlighted her diverse skills and ability to perform tasks requiring specialized expertise, such as childcare and assisting children with anxiety disorders. Several reels also portrayed her confidence in rejecting job offers that did not match her competencies or offered excessively low wages. In addition, many reels expressed gratitude for the employment opportunities she received. Interestingly, no clear boundary was observed between the front stage and the back stage. Instead, the subject deliberately merged these two stages, presenting personal and professional aspects of her life in ways that aligned with societal expectations of women working as domestic workers. Her impression management strategy was directed not only toward her audience but also toward social media algorithms that curated and distributed content to a wider range of users. Therefore, social media served as an important platform through which domestic workers could pursue economic independence, demonstrate professionalism, and challenge the negative stigma associated with domestic work.

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SUBMITTED: 16 August 2026
ACCEPTED: 19 September 2026
PUBLISHED: 25 September 2026
SUBMITTED to ACCEPTED: 34 days
DOI: https://doi.org/10.53623/jdmc.v6i2.1360

Cite this article
Astagini, N. (2026). Impression Management of Freelance Domestic Workers: A Case Study of Instagram Account @reni_goclean. Journal of Digital Marketing and Communication, 6(2), 196−214. https://doi.org/10.53623/jdmc.v6i2.1360
Keywords
Impression Management Domestic Workers Women Freelance Social Media
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