BLOGGING AS EMPOWERMENT: Self-presentation of bloggers in Surabaya, Indonesia

Apparently, the emerging of blog has created a lot of new communication opportunities. Bloggers choose and control the content of their blog in order to create their identity. This research focuses on how the freedom to choose and control the content of the media is being used by bloggers in Surabaya to present something outside of their stereotype. Using the self presentation theory, this study investigates how the Surabaya bloggers are involved in the cyberspace community. Specifically, there are five strategies namely ingratiation, competence, intimidation, exemplification, and supplication. By using the content analysis, it shows that ingratiation (48%) and competence (26%) are the top two strategies which are applied by the bloggers. Additionally, the researcher has found that the bloggers tend to soften the message when they give critic. This result indicates there is an empowered way of communication by blogging to break the typical stereotype.