Abstract

In recent years, ‘Phong Bat’ (a performative practice of image exaggeration for social display) has emerged as a noticeable trend in the online interactions of a segment of contemporary urban youth, particularly on social media platforms. The term refers to deliberate practices of self-presentation in which individuals construct and project amplified or embellished versions of themselves in order to attract attention, gain recognition, or enhance social capital within digital communities. This phenomenon raises critical questions about the relationship between performed identities and notions of authenticity in a context where digital environments increasingly shape everyday social life. Drawing on cultural theory and studies of digital self-representation, this article examines ‘Phong Bat’ as a cultural practice embedded in the logic of visibility, performativity, and mediated interaction. The analysis contributes to a deeper understanding of how urban youth negotiate identity, status, and self-worth in networked spaces where social interactions are increasingly structured by platforms, algorithms, and audience engagement.

Keywords: Cultural practice, digital self-presentation, online performance, Phong Bat, urban youth.