The Effect of Instagram Exposure of Hedonic Lifestyle on Dissonance Rates for Digital Native

Instagram is a social media that is widely used by digital natives in Indonesia. And every day digital natives can spend 24% of their time accessing Instagram. The hedonist lifestyle on Instagram is often visualized with vacation photos at a place of prestige, ownership of branded goods, and luxury. Digital natives who see the hedonist lifestyle on Instagram cause an affective effect that is feeling uncomfortable in the form of anxiety, jealousy, often comparing themselves with other people and so on. This discomfort is called dissonance. So that more often digital natively exposed by hedonic lifestyle makes the level of dissonance is higher. The theory used to analyze is the theory of Hypodermic Needle. This research uses quantitative research methods, with data collection techniques through the distribution of questionnaires to Budi Mulia high school students who were selected into a sample of 114 people through random sampling. Based on these results, the influence of hedonic lifestyle exposure on Instagram on the digital native dissonance level was obtained that Anova obtained Hedon Lifestyle Exposure variable on Instagram sig value of 0,000, then compared with a probability of 0.05, F count: 74.076 > F table: 3, 93 and at α = 5%, then the decision is H0 rejected, it means that there is an influence of Hedonic Lifestyle Exposure on Instagram Against the Disability Level of Digital Native of 39.8%, while 60.2% is influenced by other factors not mentioned in this study.


I. INTRODUCTION
The internet has a variable communication and one of them through the presence of social media that bridges individuals with other communities without the time and geographical limits. Social media is an online media that supports social interaction with a more interactive form so that the use of social media is very attractive to the community. Instagram is one of the most widely used social media by Indonesians. Instagram has become a part of everyday life seen from the data above the number of users which reached 62 million. Instagram social media is often used by teenagers to upload all kinds of activities such as personal photos or videos about identity, lifestyle, hobbies, interests to be conveyed to the wider community through their Instagram social media accounts. From this, the age group who frequently access Instagram social media is the native digital.
Digital native is part of generation Z. In the digital era, humans are categorized through various groups of generations to illustrate the extent of differences between generations in using digital media. Bencsik, Csikos, and Juhez's (2016) research show that Generation Z is the youngest generation in the digital age because of its expertise in using digital technology. A native digital is a group of people consisting of the millennial generation and generation Z. Both generations spend almost all of their time interacting through social media. Digital native refers to students born after 1980 and native speakers of International Journal of English, Literature and Social Sciences, 5 (2)  We can see that many teenagers force themselves to post pictures about themselves that are up to date. Teenagers on Instagram have a demand to always have branded goods, go-to hangout places that hit, buy food that is the current trend. Because they are forced to view hedonist lifestyle content through the timeline, installation and explore features. But with all the limitations that exist, it makes teens feel uncomfortable with the hedonic lifestyle content and create new anxiety in adolescents. Because this hedonic lifestyle encourages teens as quickly as possible to meet all their needs to get pleasure immediately. So the exposure of the message raises a media message effect in the form of a level of dissonance. The more teenagers are hit by hedonic lifestyle messages, the higher the discomfort they experience. So the more often the digital native is exposed to the hedonist lifestyle on Instagram through the posting feature and Instagram Story can increase the dissonance of the digital native.

Hypodermic Needle Theory
This theory is known as the bullet theory (Schramm), the "syringe" theory (Berlo) or the Stimulus-Response theory (De Fleur and Ball-Rokeach). This theory says that people are vulnerable to messages of mass communication. He mentioned that if the messages were "right on target", he would get the desired effect.
Hypodermic Needle is like a Stimulus-Response (SR) relationship that is completely mechanistic. The mass media is likened to a large syringe that has a capacity as a very strong stimulant (S) and produces a strong (R) response, even spontaneously, automatically and reflectively.

Exposure theory
According to Ardianto, exposure can be interpreted as the activity of hearing, seeing, and reading media messages

Hedonistic Lifestyle
Armstrong said that the hedonist lifestyle is a lifestyle that activities to look for the pleasure of life, such as spending more time outside the home, playing more, enjoying the city crowd, happy buying expensive things he likes, and always want to be the center of attention. (Chaney, 2009).

New Media
John Vivian revealed that the existence of new media such as the internet could surpass traditional media message distribution patterns, the nature of the internet that could interact obscured geographical boundaries, the capacity of interaction, and most importantly could be done in real-time. Nicholas Gane and David Beer explained the characteristics of new media with the term network, interactivity, information, interface, archive, and simulation (Rulli Nasrullah, 2014).

Social Media
Ardianto in the book Komunikasi 2.0 revealed that online social media, called online social networking, is not online mass media because social media has social power which greatly influences the opinions that develop in the community. Supporting or mass movement can be formed because of the strength of online media because what is in social media is proven to be able to shape opinions, attitudes, and behavior or society. This social media phenomenon can be seen in the case of Prita Mulyasari versus Omni International Hospital. This is why this media is called social media, not mass media (Mayfield, 2008).
Mayfield defines social media as the best understanding of a new type of online media group that includes the following characters: (1) Participation; Social media encourages contributions and feedback from everyone who is interested. This blurs the boundary between the media and the public. (2)

Instagram
Instagram is a photo-sharing application that allows users to take photos, apply digital filters, and share them to various social networking services, including Instagram's own. One unique feature on Instagram is cutting photos into square shapes, so they look like Kodam Instamatic and polaroid cameras. This is different from the 4: 3 aspect ratio that is commonly used by cameras on mobile equipment (Habib, 2018).

Digital Native
The native digital generation is part of generation Z. Generation Z is a transition from generation Y when technology is developing. Their lives tend to depend on technology, prioritizing the popularity of the social media use.
Digital natives are in the Z generation who spend almost all of their time interacting through social media. Digital Native refers to students born after 1980 and native speakers of digital computer languages, video games and the internet (Prensky, 2001). Meanwhile, Helsper & Enyon (2009, p.1) said that digital native is the young generation born when the internet has become a part of their lives.

III. METHODOLOGY
The method used for 'the title of the Influence of Hedonic Lifestyle Exposure on Instagram to the level of digital native dissonance' is quantitative research, where research data are in the form of numbers and analysis using statistics (Sugiyono, 2008). Meanwhile, the type or type of research used in this study is the Explanation method.

Population of the Study
The population in this study were digital natives taken from Budi Mulia High School. Students who became the population of this study were grade 11 students, amounting to 159 students. With characteristics: 1) aged 15-18 years, 2) owning a smartphone, 3) using Instagram social media, 4) having an account on Instagram social media and 5) actively accessing Instagram social media 5 hours per day.

Sample and Sampling Techniques
It is known that the population or number of students is 159. So based on the Taro Yamane formula with "a 90% Then the total sample in this study amounted to 114 students.
According to Sugiyono, a simple random sampling technique is a sampling technique from members of the population that is done randomly without regard to strata that exist in that population (Sugiyono, Research Methods, 2001). The random sampling technique was chosen by researchers because the number of sampling units in a population is not too large. So in this study, all 11th-grade students will be randomly selected and the selected students will be representatives of the entire population of 11th-grade students of Budi Mulia High School.

F Test
The conclusions resulting from the F test are as follows: H0 : β = 0 (there is no influence of hedonic lifestyle exposure on Instagram on the level of digital native dissonance) H1 : β ≠ 0 (there is an influence of hedonic lifestyle exposure on Instagram on the level of digital native dissonance) The calculated F statistic is 74.076 (based on the ANOVA table in column F, the regression row), while the statistics of the F distribution table with a = 5% is 3.93. The pvalue obtained for this test is 0,000 (based on the Figure  4, Column sig., hedonic lifestyle exposure row) the rejection criteria for H0 in testing this hypothesis are: .