Communication Privacy Management on the Use of Finstagram by Generation Z Professionals

Abstract

This study explores how Generation Z professionals utilize Finstagram accounts as a strategy to manage communication privacy on social media. The research focuses on the application of Communication Privacy Management (CPM) theory to understand how individuals regulate personal information boundaries between their main (Rinsta) and secondary (finsta) Instagram accounts. The study employs a descriptive qualitative case study method, collecting data through in-depth interviews with two informants working in the creative industry who actively use dual Instagram accounts for different purposes. Observations and visual documentation from both accounts were also analyzed to enrich the data. Findings indicate that Finstagram serves as a backstage space where users can express themselves more freely without the pressure of maintaining a professional image. Informants intentionally control who can view their content, differentiate the types of posts shared, and construct distinct narratives on each account. These practices reflect the five core principles of CPM theory, including ownership of information, control, and boundary turbulence. This research highlights the growing importance of digital privacy awareness among young professionals. Using dual accounts proves to be an effective strategy for maintaining a balance between personal authenticity and professional identity in the highly public sphere of social media.