Mal Sebagai Arena Pembentukan Identitas Sosial: Dinamika Perilaku Konsumtif ‘Rojali-Rohana’ di Panggung Sosial Masyarakat Urban
Kata Kunci:
Dramaturgi, masyarakat urban Jakarta, kelas menengah perkotaan, media sosial, perilaku konsumen, Dramaturgy, Jakarta’s urban, urban middle class, social media, consumer behaviorAbstrak
This study examines the “Rojali-Rohana” phenomenon—Jakarta urbanites’ obsession with status, instant lifestyles, and curated self-image—using Veblen’s conspicuous consumption and Goffman’s dramaturgy. Through virtual ethnography and critical discourse analysis, it reveals that Rojali-Rohana stems from class dynamics, social pressure, and the quest for validation. Crucially, it functions not merely as status display, but as a dramaturgical strategy for identity construction in digital spaces. The study's findings indicate: there is a theoretical relationship between Veblen's and Goffman's perspectives and the novelty of the concept of 'digital consumption dramaturgy' as a new analytical lens in understanding the contemporary consumer behavior of Jakarta's urbanites.
Unduhan
Referensi
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