Makna Gaya Hidup Tengah Malam Anak Muda Urban di Branded Convenience Store dan Café 24 Jam
DOI:
https://doi.org/10.31315/jik.v12i2.373Keywords:
Begadang, midnight culture, anak muda urban, branded café 24 jam, branded convenience store 24 jamAbstract
Saat ini menjamur toko-toko miniswalayan dan kafe cepat saji bermerek (branded convenience store & café) yang buka 24 jam, terutama di kota-kota besar di Indonesia. Dengan fasilitas sambungan internet gratis dan tempat yang nyaman, tak ayal, anak-anak muda pun setiap malam menyemut begadang menikmati waktu tengah-malam dengan membawa ‘peralatan’ kerja seperti laptop atau sekadar berkumpul mengobrol bersama teman-teman sampai pagi ditemani minuman dan makanan ringan. Gaya hidup begadang anak muda urban ini—yang penulis sebut sebagai midnight culture, sesungguhnya bukan hal baru bagi masyarakat Indonesia, karena aktivitas begadang bersama kerap dijumpai di kompleks-kompleks pemukiman dan perkampungan warga. Namun, setelah media dan merek-merek mereproduksi dan mengomodifikasinya, midnight culture menjadi tren dalam wujud baru. Tulisan ini berusaha menginvestigasi dan menangkap makna-makna terkait gaya hidup begadang anak muda urban di branded café dan convenience store 24 jam. Menggunakan metode etnografi kritis, penulis menemukan bahwa begadang bagi anak muda urban merupakan ekspresi dan aspirasi insomniak yang berkelindan dengan pleasure sosial, hasrat kesuksesan dan konstruksi identitas. Wacana personal ini tidak terlepas dari kuasa wacana media dan sosial yang berkembang di masyarakat, sementara secara ekonomi-politik, komodifikasi begadang oleh media dan merek memberikan dampak yang signifikan bagi ‘kelangsungan hidup’ media dan merek (convenience store dan café) tersebut.References
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