Consumer Tribe dan Industri Gaya Hidup di Bandung, Indonesia

Keni Soeriaatmadja

Abstract


Abstract

In 2015, UNESCO rewarded Bandung as one of World’s Creative City for ‘design’ category. This raised many reactions from the public, including ones questioning the emergence and existence of communities who plays the main role in the creative industry of the city. One of the most significant role comes from the youth culture in the city who produces goods as part of their life styles that has become economically successful and is claimed to be the actors of creative industry in Bandung, and in Indonesia in a bigger scheme. The fact is, many of these companies emmerge from the diffusion of globalization into the youth culture where at some point create the need to reproduce its cultural icons and symbols into items with more reasonable pricing. The youth culture and its life styles then construct a mutual relation, between producers and consumers, to support this act of reproduction which is unique because it involves sharing of idealisms. With a perspective of consumers tribe, this article tries to unfold the historical journey of Bandung’s youth culture and relates it with the social process that occurs within its economic significance.

Keywords: Culture, Life Styles, Globalization and economic

 

Abstrak

Pada tahun 2015, UNESCO menobatkan Bandung sebagai salah satu kota kreatif dunia, atau World’s Creative City, dalam kategori desain. Hal ini mengundang banyak reaksi publik, termasuk mereka yang mempertanyakan kemunculan dan eksistensi komunitas-komunitas yang memiliki peran utama dalam industri kreatif kota tersebut. Salah satu peran signifikan dipegang oleh budaya anak muda perkotaan yang memproduksi barang sebagai bagian dari gaya hidup mereka yang menjadi sukses secara ekonomi dan diklaim sebagai aktor industri kreatif baik di Bandung maupun di Indonesia. Faktanya, banyak dari perusahaan ini muncul dari difusi globalisasi dalam budaya anak muda sampai pada satu titik dimana anak muda memiliki kebutuhan untuk meniru ikon dan simbol kultural menjadi barang dengan harga yang lebih terjangkau. Budaya anak muda dan gaya hidup mereka kemudian membentuk hubungan timbal balik antara produsen dan konsumen untuk mendukung aksi meniru yang unik ini, karena melibatkan pertukaran idealisme. Dengan perspektif kaum konsumen, artikel ini membuka perjalanan historis budaya anak muda Bandung dan menghubungkannya dengan proses sosial yang terjadi dalam makna ekonominya.

Kata Kunci: Budaya, Gaya Hidup, Globalsasi dan Ekonomi


Keywords


Budaya; Gaya Hidup; Globalsasi; Ekonomi

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DOI: https://doi.org/10.31599/jkn.v3i1.20

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