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Suryaningsih, Sri Indah
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Education Library & Information Science

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YOUTH CULTURE DAN GAYA BUSANA: HIPER-REALITAS PEKERJA MUDA PEREMPUAN TERHADAP PRODUK FASHION BERMEREK DI JAKARTA Ernungtyas, Niken Febrina; Puspita, Ratih; Suryaningsih, Sri Indah; Amelia, Yesi Rizki; Lamini, Lamini; Hendarrita, Yana
Jurnal Nomosleca Vol 2, No 1 (2016): April 2016
Publisher : Universitas Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/nomosleca.v2i1.379

Abstract

Abstract Fashion has practically become an integral part of anybody’s life style on day- to-day basis. Nowadays, it is no longer a mere cloth covering her/his body to protect it from head and cold. Furthermore, it has transformed to be a tool of self-expression, self-image and self- identity of the person putting it on. By fashion here to means a valuable imported branded cloth. Against this backdrop, the research attempts to explicate why the informant (Jakartan young female professional) do so at the expense of meeting their daily basic neeeds. What values (power) they want to obtain by wearing those branded clothes.This qualitative study also tries to explore how they make sense of putting on those imported clothes. After collecting data through observation and interview, the study found that they did so in return for exchange value; psedou power which fall into three categories; superior, trendsetters and dominator. They were captuted by what it is as hyper-reality. Added to that, they did so in order to meet social values from their close social circle. Those values are such as a praise from others, self-confidence, self-image, and self-satisfaction. Keywords: Fashion, lifestyle, hyper-reality, pseudo-powerDOI : https://doi.org/10.26905/nomosleca.v2i1.379
Co-Authors Amelia, Yesi Rizki Ernungtyas, Niken Febrina Hendarrita, Yana Lamini, Lamini Ratih Puspita, Ratih