Language style and self-presentation of Agnez Monica on Instagram

This study aims to analyze the language styles and self-presentation strategies used by Agnez Monica in her Instagram captions. This research employs a qualitative descriptive approach, with data comprising 30 Instagram captions published between April 2025 and December 2025. The analysis is based on Joos’ (1967) theory of language styles and DeLamater et al.’s (2015) theory of self-presentation. The findings reveal that casual style is the most dominant language style, accounting for 53.3% of the data, followed by intimate style (20%), consultative style (16.7%), and formal style (10%). The dominance of casual style indicates that Instagram functions as a personal, audience-oriented platform that encourages informal, approachable communication. Meanwhile, formal and consultative styles are primarily used in professional contexts, career reflections, and discussions related to nationalism. Regarding self-presentation strategies, managing appearance is the most frequently used strategy (30%), followed by ingratiation (23.4%), aligning actions (23.4%), physical appearance and props (13%), and altercasting (10%). These findings suggest that Agnez Monica strategically employs language to construct an authentic, professional, and socially aware public persona. Overall, this study demonstrates that language use on social media serves not only as a communication tool but also as a strategic mechanism for identity construction and public image management.