Framing Sustainable Fashion and FOMO On Instagram: A Comparative Content Analysis of Indonesian Influencer
DOI:
https://doi.org/10.35814/zdacqe82Keywords:
Digital Content, Fast Fashion, FOMO, Influencer, Sustainable FashionAbstract
The study applies Kaplan’s Content Pillar Theory, consisting of education, information, entertainment, and collaboration, to analyze Dinoaugusto’s communication patterns in presenting sustainable fashion The study employs a qualitative approach using content analysis on Instagram posts from the accounts @dinoaugusto, @casriani, and @sustainbabes. Research findings indicate that Dinoaugusto frequently uses educational, informative, and entertaining content to convey messages about sustainable fashion, including choosing durable clothing, avoiding impulse purchases, and using garments more responsibly. At the same time, some content featuring particular styles and fashion choices may create FOMO because followers may feel the need to follow the styles presented. Thus, FOMO in Dinoaugusto’s content does not directly indicate encouragement of excessive consumption but emerges through the presentation of styles and fashion choices that may encourage the desire to follow trends. This study demonstrates that their Instagram content can educate audiences on responsible fashion consumption while simultaneously triggering FOMO within the context of sustainable fashion communication, aligning with Sustainable Development Goal (SDG) 12.
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