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Wacana Indonesia<br />
Volume 1, Nomor 1, Desember Tahun 2009 (21‐26)<br />
KONSUMERISME SEBAGAI SIMBOL MODERNITAS<br />
Asliah Zainal<br />
(Staf Pengajar pada Jurusan Dakwah STAIN Kendari)<br />
(liazain@yahoo.com)<br />
Abstract:<br />
This paper try to describe mode of consumsion the modern society and how<br />
they interprete the symbols in the social and cultural sphere.<br />
Modernity as one of the globalization impact tends to bring society in the<br />
popular culture, it is consumerism. Why people tend to paralyze their logical<br />
thinking (as the one of modern characteristic) in the way to faced<br />
commodities of capitalism. Apparently, there are close relevances between<br />
the flooding of exotic advertisement in the capitalis industry, the paralyzing<br />
of logical thinking of merchandises, and finally the rising of deceived<br />
conciousness.<br />
The result is modern society with consumerism preference brings to the<br />
situation of anomic, which is the interaction among them is the contractual<br />
interaction, mechanical solidarity, and the distance relationship. Whereas<br />
they try to built the pseudo- identity and tends to be fragile. The modern<br />
society put on the consumerism symbols because they are fear if they are not<br />
part of group.<br />
Modernity in the process of seeking the identity makes society like to create<br />
the manipulative symbols to cause themselves not be alienated from the<br />
society and culture. In that process people are in the ambiguity, in the<br />
liminal, which is arrange the communities with the manipulative symbols.<br />
Kata Kunci: Modernity, Consumersism, Popular Culture, Identity,<br />
Symbols.<br />
PENDAHULUAN<br />
Dalam alam modernitas sebagai dampak globalisasi, manusia memproduksi<br />
simbol sekaligus memaknainya sebagai referen dan atribut-atribut kemodernan. Simbolsimbol<br />
modern ini berbeda secara signifikan dengan simbol-simbol pada masyarakat<br />
tradisional.<br />
Konsumerisme merupakan salah satu gaya hidup masyarakat modern yang<br />
mengacu kepada apa yang dimakan, apa yang dikenakan, dipertontonkan, apa yang<br />
dilakukan untuk menghabiskan waktu. Konsumerisme demikian menunjukan identitas<br />
diri yang dicirikan atau disimbolkan oleh atribut-atribut tertentu. Tulisan ini berupaya<br />
untuk mengungkap pola konsumsi masyarakat modern dan bagaimana simbol-simbol<br />
modernitas tersebut dimaknai secara sosial budaya.<br />
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