Consuming Midnights: Indonesian Youths’ Stay-up-Late Lifestyle in Branded Places

Wijaya, Bambang Sukma (2021) Consuming Midnights: Indonesian Youths’ Stay-up-Late Lifestyle in Branded Places. International Journal of Interdisciplinary Cultural Studies, 17 (1). pp. 17-30. ISSN 2327-008X

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Abstract

This article inquires into the meanings associated with urban youths’ stay-up-late lifestyle in 24-hour branded cafés and convenience stores. These branded places are spreading now, in both big and small cities of Indonesia. Providing free Internet access and cozy sitting spots, they are a magnet for youths, who crowd up there with their “work gadgets,” such as laptops and smartphones or sometimes just chat with friends through the night, consuming snacks and beverages. Using a qualitative approach, we observed and interviewed some informants and found that the stay-up-late lifestyle for urban youth is a form of insomniac expression for worldly pleasure and the desire to succeed, intertwined with a workaholic identity construction. These personal discourses are inseparable from the media and social discourse that develops within the community.

Item Type:	Article
Uncontrolled Keywords:	Midnight Culture, Workaholic Identity, Social Pleasure, Wakefulness, Branded Space
Subjects:	Marketing > Branding (Marketing) Communication Science Communication Science > Cultural Studies Customer Behavior Business > Entrepreneur Management > Business Plan > Business > Entrepreneur Communication Science > Marketing Communications Communication Science > Semiotics and Consumer Culture
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Bambang Sukma Wijaya
Date Deposited:	21 Sep 2021 12:47
Last Modified:	21 Sep 2021 12:47
URI:	http://repository.bakrie.ac.id/id/eprint/5458

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