DIGGING INTO GENERATION Z^S VISUAL PREFERENCES: A STUDY ON THE USE OF MOBILE PHOTOGRAPHY FOR PERSONAL BRANDINGPlease Just Try to Submit This Sample Abstract
Farida Nurfalah,

Universitas Swadaya Gunung Jati

Abstract

The digital native generation relies heavily on social media to build their self-image. One of the main tools used is mobile photography to display their personal and professional visual identities. However, there has not been much research that specifically discusses the visual communication model through mobile photography in the context of personal branding. The objectives of the study were: (1) To identify the visual preferences of Generation Z in using mobile photography for personal branding. (2) Analysing local cultural aspects influencing aesthetic choices in the use of mobile photography by Generation Z in the cities of Cirebon, Majalengka, Kuningan and Bandung (3) Developing mobile photography strategies that can be used by Generation Z to improve personal branding on social media. The research method was carried out using a mix method with data triangulation and regression analysis. The results of the study showed that teenagers describe a visual style with mobile photography, namely a clean and minimalist style, natural lighting and often using aesthetic concepts. Certain types of filters, colors, or compositions that are characteristic. Generation Z actively uses social media platforms by utilizing their features. They rely on sophisticated mobile cameras and editing apps to produce high-quality images. Aesthetic Consistency in themes, colors, and visual styles to create a harmonious and recognizable feed. Authenticity by displaying honest content that reflects personality to build audience trust, and interaction with the Audience to increase engagement and follower loyalty.

Keywords: generation z, mobile photography, personal branding, social media, visual preferences

Topic: Digital Resilience: Cultural and Literary Discourses of Global Alliances (Digital Resilience- Cultural Discourse- Global Alliances)