Clout’s Inferno and Self-Promoting Personal Brand for Impression Through Reality TV

Authors

  • Putri Surya Cempaka Prodi Penyiaran, Politeknik Negeri Media Kreatif, 12630, Jakarta, Indonesia
  • Freddy Yakob Prodi Penyiaran, Politeknik Negeri Media Kreatif, 12630, Jakarta, Indonesia

DOI:

https://doi.org/10.12928/commicast.v7i2.16651

Keywords:

Impression management theory, Netflix’s single’s inferno, Personal brand, Reality tv, Self-promotion

Abstract

Personal branding has become a common strategy for individuals seeking to strengthen their reputation, visibility, and influence within digital media environments. The entertainment industry, particularly reality television, increasingly functions as a platform for self-promotion where participants transform media exposure into personal and professional opportunities. Despite the growing popularity of reality-based programs, studies examining how contestants strategically construct personal branding through entertainment media remain limited. This study addresses this gap by investigating how female cast members from all seasons of Single’s Inferno utilize the program as a stepping stone for image-building and reputation management. The contribution of this study lies in expanding discussions on reality television as a mechanism for influencer culture formation and identity commodification within contemporary media ecosystems. This research employs a qualitative approach using thematic analysis. Data were collected through observation of Netflix’s Single’s Inferno across four seasons, focusing on selected female contestants and their representation within the program. The analysis was guided by Impression Management Theory to identify patterns of self-presentation, identity construction, and promotional practices. Findings reveal three dominant impression management strategies. First, contestants consistently curate physical appearance and fashion to establish aspirational and commercially attractive identities. Second, they strategically regulate emotional expression and interpersonal interactions to project authenticity, confidence, and relational desirability. Third, contestants utilize narrative visibility within the program as a mechanism for increasing social media recognition and subsequent commercial opportunities. The results also demonstrate that reality television increasingly serves as an integrated platform connecting entertainment media, influencer culture, and economic opportunities. This study concludes that contemporary reality television has evolved into a hybrid communication platform where entertainment, self-presentation, and digital entrepreneurship converge. Rather than simply seeking romantic relationships, contestants strategically convert televised visibility into personal branding assets, influencer credibility, and long-term economic opportunities across digital media platforms.

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Published

2026-09-14

How to Cite

Surya Cempaka, P., & Yakob, F. (2026). Clout’s Inferno and Self-Promoting Personal Brand for Impression Through Reality TV. COMMICAST, 7(2), 326–341. https://doi.org/10.12928/commicast.v7i2.16651

Issue

Vol. 7 No. 2 (2026): September

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