Makna Gaya Hidup Tengah Malam Anak Muda Urban di Branded Convenience Store dan Café 24 Jam

Wijaya, Bambang Sukma (2014) Makna Gaya Hidup Tengah Malam Anak Muda Urban di Branded Convenience Store dan Café 24 Jam. Jurnal Ilmu Komunikasi, Vol.12 (02). pp. 163-179. ISSN 2407-8220

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Abstract

Recently, branded convenience stores and cafes opened by for 24 hours were increasingly in big cities thoroughout in Indonesia. These cafes were provided by free internet connection and comfortable rooms so young urban people enjoyed it during all night in their life of night with work’s facilities like laptop or just to chat to their friends who spend his time in this café. Lifestyle for enjoying the life all night can be mentioned as midnight culture was actually not entirely a new because these activitites can be found in Indonesia society as “begadang”to secure the villages where they live. Later where media and branded products stimulated it, this developed to be a trend and lifestyle over young urban people in the cities. These articles tried to investigate and grasp the meaning of young urban lifestyle in spending his time for life all night in convenience stores and cafes. By critical ethnography approach, this research found that spending time during all night over young urban people reflected insomnia expression and aspiration for social pleasure, constructed the success and personal identity. Personal discourses can’t be separated from media discourses and social discourses which developing in the society. Commodification toward midnight culture endured to cafes and convenience stores existences. Saat ini menjamur toko-toko miniswalayan dan kafe cepat saji bermerek (branded convenience store & café) yang buka 24 jam, terutama di kota-kota besar di Indonesia. Dengan fasilitas sambungan internet gratis dan tempat yang nyaman, tak ayal, anak-anak muda pun setiap malam menyemut begadang menikmati waktu tengah-malam dengan membawa ‘peralatan’ kerja seperti laptop atau sekadar berkumpul mengobrol bersama teman-teman sampai pagi ditemani minuman dan makanan ringan. Gaya hidup begadang anak muda urban ini—yang penulis sebut sebagai midnight culture, sesungguhnya bukan hal baru bagi masyarakat Indonesia, karena aktivitas begadang bersama kerap dijumpai di kompleks-kompleks pemukiman dan perkampungan warga. Namun, setelah media dan merek-merek mereproduksi dan mengomodifikasinya, midnight culture menjadi tren dalam wujud baru. Tulisan ini berusaha menginvestigasi dan menangkap makna-makna terkait gaya hidup begadang anak muda urban di branded café dan convenience store 24 jam. Menggunakan metode etnografi kritis, penulis menemukan bahwa begadang bagi anak muda urban merupakan ekspresi dan aspirasi insomniak yang berkelindan dengan pleasure sosial, hasrat kesuksesan dan konstruksi identitas. Wacana personal ini tidak terlepas dari kuasa wacana media dan sosial yang berkembang di masyarakat, sementara secara ekonomi-politik, komodifikasi begadang oleh media dan merek memberikan dampak yang signifikan bagi ‘kelangsungan hidup’ media dan merek (convenience store dan café) tersebut.

Item Type: Article
Uncontrolled Keywords: Begadang, midnight culture, anak muda urban, branded café 24 jam, branded convenience store 24 jam
Subjects: Communication
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Ahmad Yani
Date Deposited: 18 Apr 2016 03:48
Last Modified: 18 Apr 2016 03:48
URI: http://repository.bakrie.ac.id/id/eprint/65

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