Dzaki, Muhamad Rafianda (2019) Fashion as Communication: Pemaknaan Komunitas Streetwear Terhadap Penggunaan Mode Streetwear. Sarjana thesis, Universitas Brawijaya.
Abstract
Mode bisa dijadikan sebagai alat komunikasi yang dapat menegosiasikan makna sehingga terbentuk makna baru di masyarakat. Mode merupakan arena kontestasi dari ideologi-ideologi yang ada di masyrakat. Salah satu tren mode yang sedang disukai oleh masyarakat Indonesia, bahkan dunia ialah tren gaya berpakaian streetwear. Penelitian ini melihat pengalaman komunitas streetwear melalui perspektif konsep-konsep cultural studies yaitu konsep subculture. Penelitian ini bertujuan untuk mengetahui pemaknaan komunitas streetwear terhdapa penggunaan mode streetwear itu sendiri. Penelitian ini menggunakan metode fenomenologi yang melibatkan tiga (3) informan dari kalangan pengguna mode streetwear. Hasil yang ditemukan dari penelitian ini menunjukkan bahwa fenomena streewear di Indonesia merupakan fenomena kelas menengah yang lahir dari konsumsi produk budaya populer melalui media. Streetwear dimaknai sebagai lifestyles yang memiliki sensibilitas tertentu untuk membedakan dirinya dengan masyarakat “mainstream” Temuan lainnya menunjukkan bahwa komunitas streetwear mengonsumsi produk-produk streetwear dalam logika konsumsi masyarakat konsumen yang melihat objek sebagai tanda. Selanjutnya, identitas yang dibentuk dalam budaya streetwear menunjukkan adanya kecenderungan untuk merayakan individualitas di tengah budaya konformitas.
English Abstract
Fashion is also a mean of communication, negotiating the shared menanig in a society. Fashion is a site struggle for clashing ideologies and worldviews to ascertain their dominant posistion. Streetwear is the fashion genre that the people of Indonesia, and the world are being crazy for. This research sees the experience of the streetwear community through the lense of cultural studies, utilizing the thoughts form subcultural scholar. This research aims to describe how the streetwear community sees their own culture. The method of phenomenology, involving three (3) informants from streetwear community is used to collect and analyze the data. This study found that streetwear is actually a middle-class phenomeneon that is established by the consumpton of popular culture through mass media. Streetwear is a lifestyle in which the sensibility of esoteric self-expression is highly regarded. Its function is to continually differentiate themselves from the “mainstream”society . Other finding shows that the act of consumption displayed by the streetwear community reflects the consumption logic of consumer society which regard objects as signs. Also, the identites constructed by the idnviduals inside the streetwear community shows that resistance is targeted against the conformist culture of the mianstream, highlighting heterogenity and selfexpression.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2020/98/052003312 |
| Uncontrolled Keywords: | Fashion as communication, Subculture, Streetwear, Konsumsi, Fashion as communication, Subculture, Streetwear, Consumption |
| Subjects: | 600 Technology (Applied sciences) > 646 Sewing, clothing , management of personal and family life > 646.3 Clothing and accessories |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 Oct 2020 13:28 |
| Last Modified: | 19 Oct 2021 03:53 |
| URI: | http://repository.ub.ac.id/id/eprint/180745 |
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