Content creation has become increasingly easy to do. Support from increasingly sophisticated software also facilitates content production, not only in large quantities but also with promising quality. Coupled with the role of algorithms in driving content popularity, it's no surprise that content creation is now a field with significant prospects.

However, amidst the booming culture of content creation on various social media platforms, we are now presented with a current challenge, one of which is communication ethics.

Once a place for exchanging ideas, the digital space has now evolved into a breeding ground for fostering aggressive arguments and misinformation to steer public opinion or create discord.

Friends of UNDIRA, you are surely familiar with the term ‘rage baiting’ while browsing social media channels or the internet. In short, ‘rage baiting’ is the implementation of emotionally charged narratives that can trigger a massive public response. This, of course, relates to agitation and propaganda.

According to a book by one of UNDIRA's Communication Science lecturers, titled “Profesional Image: Mengembangkan Citra Profesional Terbaik”, agitation and the spread of propaganda in content creation—especially on digital and social media—are closely related to understanding the public's mindset and psychology. The use of agitation and propaganda itself can be packaged and found in the form of videos, memes (internet jokes), or posts designed to provoke emotional reactions.

The use of social media as a tool for agitation also poses new challenges in controlling and monitoring content dissemination. The use of agitation and propaganda in content creation has become increasingly effective and relevant due to its ability to spread messages quickly and widely. The push from platform algorithms, which actively amplify content based on popularity, also accelerates content dissemination.

Although it is considered to have the potential for significant reach and visibility, content creation based on agitation can negatively impact one's self-image, especially their professional image, in the long run.

Today, what we do matters - whether its in offline or online scenarios, especially when we are applying for jobs. Our self-image becomes a record of our activities and a silent witness that can determine our future.

Realizing the importance of maintaining one's self-image, including in the digital realm, it is only fitting that we become professional creators in this era. A strong and positive self-image can build trust and open opportunities, while in the creative sphere, it can reinforce our values and integrity in our work. Therefore, a professional image serves as a strategic foundation that projects an individual's potential for long-term success.

Dian Nusantara University (UNDIRA) also provides opportunities for those of you interested in personal branding and self-image through one of its flagship study programs: the Communication Science Study Program.

UNDIRA understands that in the digital era, building a good self-image not only guides students toward a good career but also shapes them into professional individuals. In line with our core values: Visionary, Integrity, and Professional, UNDIRA is committed to producing graduates who are competent, have integrity, and are professional, to meet the industry's needs for 2030 and beyond.

Thus, it must be remembered that a positive image plays a vital role in shaping, maintaining, and realizing harmonious interactions in today's digital space.

Creating content on various social media channels is indeed a good way to broaden our horizons regarding content creation, and it should be remembered that social media and the digital space are not entirely negative. As members of an academic community that is professional and has integrity, it is our mandate to make the digital space a conducive and trustworthy ecosystem. Your image affects not only others but also yourself.

Source of References: 

Johana, D.K., et. al. (2025).  Professional Image: Mengembangkan Citra Profesional Terbaik. Program Studi Ilmu Komunikasi. Universitas Dian Nusantara, Jakarta.