Postmodern Lifestyle Construction

Abstract

The problem is increasingly postmodern developing, where the flow of media consumption develops simultaneously from production to reproduction. The dynamics of media consumption and popular culture become such a subculture identity in the realm of social order. This study aims to describe the postmodern lifestyle discourse in representing brand identity. The research method used is a qualitative method with a constructivist paradigm. The analytical technique used in this study is Norman Fairclough Critical Discourse Analysis using three levels of analysis, namely, discourse practice and sociocultural practice. The results show that the postmodern lifestyle discourse by the horror discourse can be seen as an expressive form of the brand. By taking the fragmentation reference of ideas from discourse popular culture of postmodern horror films, such as the concept of hyperreality and hybridity from popular culture to being making innovation and creativity in the development of a streetwear product business. The Text discourse is a form of film media consumption that is then rediscouraged through their media platforms. So that brand activity in consuming the film culture is a way of forming differentiation and alternatives.