Tubuh Perempuan Dalam Budaya Konsumen: Antara Kesenangan Diri, Status Sosial, Dan Nilai Patriarki

Abstract

This article discusses the Jakarta urban women body in Indonesian consumer culture as reflected in Miss Jinjing Belanja Sampai Mati (2008) by Amelia Masniari. Within consumer culture, consuming commodities is seen as a natural. However, it is the impact of the power (dominant ideologies) that present in that culture. The primary objective of this paper is to explore how the Jakarta urban woman body is constructed within Indonesia's consumer culture in which portrayed in Miss Jinjing Belanja Sampai Mati (2008) through the character of Amelia Masniari. This is a qualitative research with cultural studies approach. The concept of Mike Featherstone about the body in consumer culture is used to analyze the text. The results show that the Jakarta urban woman body as reflected through Amelia's character is constructed by capitalism, consumerism and patriarchal ideology. The emergence of these three ideologies are seen through contradictions in the text such as the contradiction between values of self-pleasure, social status as well as patriarchal values. In conclusion, the Jakarta urban woman body (Amelia) in Indonesian consumer culture as reflected in Miss Jinjing Belanja Sampai Mati (2008) is site of ideological contestation; capitalism, consumerism and patriarchal ideology. The presence of these ideologies are not mutually tearing down but mutually reinforcing one another and in the end there is coherence between each ideology.

Commodification of women in Sido Muncul advertisement Sido Susu Ginger drink Ariel Tatum version

“…Furthermore, in research conducted by Rosida, (2018) it is said that in Indonesia itself the female body becomes a consumer culture, where a woman with her body is often used by rulers to be used as economic value, the female body becomes a seedbed of patriarchal values. So this research will analyze the female body used by advertisers as a form to attract consumers who see it.…”

Women Body and Its Functions in Dystopian Literature: Sexual Commodity, Sexual Pleasure, and Reproductive Nature

“…However, Joi's inability to genuinely feel something proves that she is just a product created by the protagonist Wallace Company to serve and satisfy the fantasy of men. In her writing, Rosida (2018) mentioned that in this culture, the body is defined as a body that con-sumers various commodities offered by the capitalist industry, and at the same time the body also becomes a commodity itself because it is measured by its exchange or selling value, which in the context of this film, are used to advertise an android girlfriend (Rosida, 2018:88).…”

Representasi Budaya Konsumen dalam Iklan Djarum Super Edisi Paolo Maldini

“…Peneliti lainnya membedakan keterlibatan menjadi dua tipe yaitu keterlibatan ego dan keterlibatan pembelian. Salah satu peneliti lainnya memberikan kerangka pemikiran komprehensif akan keterlibatan menurut tiga aliran penelitian dalam perilaku konsumen (Rosida, 2018) Penelitian terdahulu menyatakan bahwa pembeli sepatu bermerek Nike didominasi oleh kaum pria, dimana hal ini sejalan dengan penelitian ini yang target utama dari iklan Djarum Super yang menyasar kaum pria alih-alih kaum perempuan (Hanum & Hidayat, 2017). Penelitiannya menyimpulkan bahwa terdapat empat faktor yang menyebabkan orang memilih produk Nike diantaranya, pribadi, psikologis, budaya, dan sosial.…”