HIPERREALITAS “ENDORSE” DALAM INSTAGRAM STUDI FENOMENOLOGI TENTANG DAMPAK MEDIA SOSIAL DI KALANGAN MAHASISWA UNIVERSITAS SEBELAS MARET

The research aims to explained (1) "endorse" in instagram can showed the existence among students Universitas Sebelas Maret; (2) "endorse" in instagram can influence behavior patterns among students Universitas Sebelas Maret. Informants selected are department of comunication Universitas Sebelas Maret 2017 force. This research approach uses qualitative descriptive approach with phenomenological type. Primary data was collected through documentation techniques by screenshoot against instagram social media accounts belonging to students. While secondary data obtained by interviews with informants. Test the validity of the data used triangulation sources and triangulation methods. The data were analyzed by data reduction, data presentation, and conclusion and verification. The results showed that (1) "Endorse" can show the existence of students. In this studiy, “endorse” can showed the existence of students. This is evidenced by students who are vying to get a lot of "endorse". So the more “endorse” were obtained by a man, then he will be more popular; (2) “endorse” was not only able to showed the existence of the students, but the “endorse” can also affect the behavior patterns of the students. This is shown by the various activities undertaken by learners who organized a groups of promotion, always posting post promotional activities on their instagram, doing the recruitment organization.So that the “endorse” to make the students to have a “wasting post” in their instagram.