Haresti Asysy Amrihani, Marsetio Marsetio, Rajab Ritonga

Memahami Masker sebagai Gaya Hidup Saat Pandemi Covid-19

Introduction

Memahami masker sebagai gaya hidup saat pandemi covid-19. Masker jadi gaya hidup & tren konsumtif masyarakat urban saat pandemi Covid-19. Ungkap identitas kultural dan kesenjangan sosial dari fenomena konsumsi ini.

Abstract

Penelitian ini bertujuan untuk menganalisis fenomena gaya hidup masyarakat urban dalam menggunakan masker di tengah situasi pandemi Covid-19 sepanjang tahun 2020 hingga 2023. Teori masyarakat konsumsi yang dikemukakan oleh Jean Baudrillard digunakan untuk menganalisis fenomena tersebut. Penelitian ini merupakan studi deskriptif kualitatif dengan kajian literatur. Di tengah situasi pandemi Covid-19 dan keadaan ekonomi yang sulit, terdapat sekumpulan masyarakat yang tetap mengikuti gaya hidup konsumtif dan hedonis terutama dalam penggunaan masker untuk melindungi dari virus Covid-19. Masker digunakan tidak hanya sebagai pelindung dari bahaya virus, tetapi juga sebagai tren dan gaya hidup. Masyarakat urban mengonsumsi produk bukan karena kegunaan saja melainkan juga karena ingin menunjukkan identitas kulturalnya. Fenomena ini juga semakin menunjukkan kesenjangan antara kelas atas dan kelas bawah.

Review

The submitted work, "Memahami Masker sebagai Gaya Hidup Saat Pandemi Covid-19," presents an intriguing exploration of mask usage among urban populations during the COVID-19 pandemic (2020-2023). The study aims to analyze how masks transcended their primary function as protective gear to become markers of lifestyle and identity, employing Jean Baudrillard's theory of consumer society. This paper addresses a highly relevant and contemporary social phenomenon, offering an initial conceptualization of an often-overlooked aspect of pandemic response that highlights the complex interplay between health crises, consumption, and social stratification. The core strength of this research lies in its timely and critical examination of a pervasive social practice through a sociological lens. The application of Baudrillard's theory is particularly well-suited for dissecting the symbolic and semiotic dimensions of consumption, effectively framing mask-wearing not just as a utilitarian act but as a performative expression of identity and status within urban society. The observation that masks became a trend and a marker of lifestyle, even amidst economic hardship, is a compelling argument that warrants deeper investigation, providing a fresh perspective on the multifaceted impacts of the pandemic beyond epidemiology. The chosen timeframe (2020-2023) also allows for an analysis of evolving social patterns throughout various stages of the pandemic. However, a significant limitation arises from the methodology, described as a "studi deskriptif kualitatif dengan kajian literatur" (qualitative descriptive study with literature review). To adequately analyze the "fenomena gaya hidup masyarakat urban" and how they "mengikuti gaya hidup konsumtif dan hedonis" over a specific period (2020-2023), empirical data from direct observation or interaction with the field would be crucial. A purely literature-based approach may struggle to capture the nuances, specific manifestations, and diverse experiences of urban mask consumption as a lifestyle *as it happened*, without primary data. To enhance the robustness and impact of this study, future iterations should consider incorporating ethnographic observations, in-depth interviews, or discourse analysis of popular media and social content from the period to substantiate the claims regarding specific urban lifestyles and identity construction.

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