Budaya Konsumerisme

Life-Style and Consumerism

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Consumption is a process of appropriating or annihilating the value of an object or commodity (function, use, utility).

Consumption is material and functional in its nature: to destroy the material or to use its function.

Consumption (1)

Carl Gardner Consuming Passion, Unwin & Hyman, 1989

Consumption is the totality of all objects and

messages

Consumption . . .is a systematic act of the manipulation of signs.

What is consumed are not objects but the relation—signified and absent, included and excluded at the same time.

Jean Baudrillard, The System of Objects, Verso, 1989

Consumption (2)

Goods is a medium in which cultural meaning can be variously manipulated.

Goods allow meaning to be made visible. Culture use objects to

convince.

The commodity becomes an object of passion, a source of

potential distinctiveness.

Grant M. Craken, Culture and Consumption, Indiana University Press, 1990Alan Tomlinson, Consumption, Identity & Style, Routledge, 1991

Goods & Consumption

Manipulation of the behaviour of consumers, through every

aspect of marketing and communication, from pricing to packaging, from sale presentation to advertising

Cosumption is both symbolic and material, which express a person’s place in the world, his or her core identity

Consumption is a manipulation of sign to mark social difference (status, class, prestige)

Consumerism

Jean Baudrillard, Consumer Society Verso, 1990

The conditioning of needs (particularly through advertising) has become the favorite theme in the discourse on

consumer society.

Consumer society is a society in which the manipulation of sign, communication and codes of commodities is the very essence of society,

Consumer Society

Jean Baudrillard, Consumer Society Verso, 1990

Need and Want

Need is more material and biological in its

character, where its fulfillment nullifies the need.

Want is more psychological (unconscious) in its basis, which can not be fulfilled. The fulfillment of a desire produce another

desire (desiring machine).

Gilles Deleuze & Felix Guattari, Capitalism and Schizophrenia, VikingPress, 1990

Value

Use Value is grounded in the possibility of the object satisfying some identifiable human need or desire.

Exchange value is a value generated when different sorts of commodities (with different use value) are exchanged, expressed in price.

Sign Value is an abstract value generated through the manipulation of signs, codes and meaning in the commodities.

Jean Baudrillard, For a Critique of the Political Economy of the Sign, Telos Press, 1981

EV UV

Sr Sd

=

EV = Exchange ValueUV = Use ValueSr = SignifierSd = Signified

Sign Value

The Role of Advertisement

Advertisement have a central role in constructing various

illusions through rhetoric.

It is a form of seduction, to influence consumer’s behavior, want and perception

Advertisement changes want to become need

Judith Williamson, Consuming Passion, 1985

The object takes on the value of a sign. Exp: washing machine serves as equipment and play as an element of comfort, or of prestige.

In the logic of sign, objects are no longer tied to a function

or to a defined need, but to to a social logic, or to a logic of desire.

And this desire, which can never be satisfied, signifies itself

locally in a succession of objects and . . .differential meanings.

Logic of Sign

Signs of Lifestyle

Body Signs

Oral Signs

Audio Signs

Object Signs

Spatial Signs

Odorous Signs

Gesture

Visual Signs

Flavor Signs

Written Signs

musik

fashion

asesoribody adorn

tattofiercing

mobil

hp

makanan

minuman

parfum

jamnovel

buku

filem

koranmajalah

ucapan rumahmall

kantor

Logic of Seduction

Symbols are employed to depict that buying is something easy, enjoyable, fun, and limitless

The is a kind of manipulation at the level of

perception and consciousness, that force or stimulate one to buy

A system of seduction is used to control

consumer’s preferences

Logic of Illusion

Consumerism is a condition in which one buys illusion rather than merely product

Products are encoded by various forms of sign in order to

manipulate consumer’s perception and

consciousness.

Illusions of ‘whiteness’, ‘manliness’, ‘freshness’, ‘naturalness’ is a way of manipulating consciousness

Logic of Desire

Consumption is a form of the desiring machine.

Through consumption, desire is canalized but at the same time is

produced

Logic of need is replaced by the logic of desire

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