A.Noer Chalifah Ramadhany

PERAN MEDIA SOSIAL DALAM MENDORONG GAYA HIDUP KONSUMTIF DI KALANGAN REMAJA KOMUNITAS PESISIR

Introduction

Peran media sosial dalam mendorong gaya hidup konsumtif di kalangan remaja komunitas pesisir . Penelitian mengungkap peran media sosial dalam mendorong gaya hidup konsumtif remaja pesisir, termasuk belanja daring & membangun citra. Pahami pengaruh medsos pada identitas & status sosial.

Abstract

Penelitian ini mencoba mengungkap keterkaitan antara intensitas penggunaan media sosial dengan munculnya kecenderungan konsumtif di kalangan remaja pesisir sebagai bentuk ekspresi diri dan negosiasi status sosial. Penelitian ini di lakukan di wilayah pesisir Kecamatan Galesong Kabupaten Takalar, dengan pendekatan kualitatif deskriptif. Data dikumpulkan melalui teknik kualitatif, yakni wawancara mendalam terhadap informan kunci, observasi perilaku sosial, serta dokumentasi berbagai aktivitas yang berkaitan dengan fenomena yang diteliti. Media sosial terbukti bukan sekadar sarana komunikasi, melainkan telah menjadi bagian integral dari konstruksi kehidupan sosial remaja pesisir. Sebagai bagian dari budaya digital, media sosial menjadi kanal utama bagi remaja dalam mengintruksi dan merekonstruksi gaya hidup mereka. Bentuk gaya hidup konsumtif yang muncul meliputi kecenderungan membeli produk yang sedang tren di media sosial, meningkatkan frekuensi belanja daring, serta membangun citra diri melalui unggahan konten. Beberapa faktor yang memperkuat perilaku konsumtif remaja mencakup interaksi sosial dengan teman sebaya, idealisasi figure publik di media sosial, dan kemudahan akses terhadap platform digital. Di balik konsumsi tersebut, terdapat makna sosial seperti keinginan untuk diakui, emmbangun identitas dan merasa setara dengan remaja di luar daerah pesisir. Temuan ini menunjukkan bahwa media sosial telah menjadi agen penting dalam transformasi budaya remaja pesisir.

Review

This research addresses a timely and significant topic concerning the profound influence of social media on the lifestyle choices of young people, specifically focusing on the often-underrepresented demographic of coastal communities. The paper, titled "PERAN MEDIA SOSIAL DALAM MENDORONG GAYA HIDUP KONSUMTIF DI KALANGAN REMAJA KOMUNITAS PESISIR," effectively sets out to explore the intricate relationship between social media usage intensity and the emergence of consumptive tendencies among coastal youth in Galesong District, Takalar Regency. Utilizing a descriptive qualitative approach, the study employs robust data collection methods, including in-depth interviews with key informants, direct observation of social behavior, and documentation, ensuring a rich and nuanced understanding of the phenomena under investigation. The findings compellingly demonstrate that social media transcends its function as a mere communication tool, becoming an integral component in the social construction and reconstruction of lifestyles among coastal youth. The study meticulously identifies various manifestations of consumptive lifestyles, such as the inclination to purchase trending products, an increased frequency of online shopping, and the strategic construction of self-image through content uploads. Furthermore, the research astutely uncovers reinforcing factors, including peer interaction, the idealization of public figures, and easy access to digital platforms. Crucially, the paper delves into the deeper social meanings underpinning this consumption, revealing desires for recognition, identity formation, and a sense of parity with their non-coastal counterparts, thereby shedding light on the complex socio-psychological dimensions at play. Overall, this study makes a valuable contribution to our understanding of youth culture in the digital age, particularly within specific geographical and socio-economic contexts. It powerfully illustrates how social media acts as a significant agent in the cultural transformation of coastal youth, reshaping their values, aspirations, and consumption patterns. While the descriptive qualitative approach provides rich insights into the 'how' and 'what' of the phenomenon, future research could potentially explore the longitudinal impacts or comparative analyses with non-coastal youth to further contextualize these findings. Nevertheless, this paper offers crucial insights for policymakers, educators, and community leaders aiming to understand and navigate the evolving digital landscape and its influence on youth development.

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