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BRANDERPRENEURSHIP FRAMING ANALYSIS: A Methodological Framework Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 2 (2014): August 2014 - January 2015
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i2.2096

Entrepreneurship and branding have an intersection on the desire for innovation. Therefore, Branderpreneurship, as a concept of brand development-based entrepreneurship, focuses on the added values resulted from continuous innovation. This article highlights the methodological aspects of branderpreneurship in appraising the extent to which brand development-based entrepreneurship performs in innovating brand values in an atmosphere of business competition and excellent communication. Two methodological approaches use Branderpreneurship Framing Analysis (BFA), both qualitatively and quantitatively. Qualitative BFA (ql.BFA) focuses on the study of strategic business performance to develop brands through the lens of the circle of values development in Branderpreneurship theory, which includes the dimensions of identifying, creating, delivering, communicating, maintaining, evaluating, and updating values. Quantitative BFA (qt.BFA) focuses on measuring the performance scale in each dimension by referring to the values 0-1 (bad), 1-2 (good), and 2-3 (excellent). This method is beneficial for assessing the Branderpreneurship performance of SME brands and start-up businesses. BRANDERPRENEURSHIP FRAMING ANALYSIS: Sebuah Kerangka Metodologis Kewirausahaan dan branding memiliki titik singgung pada hasrat akan inovasi. Karena itu, branderpreneurship, sebagai konsep kewirausahaan berbasis pengembangan merek, fokus pada nilai tambah yang dihasilkan dari inovasi yang tiada henti. Artikel ini menyoroti aspek metodologis dari branderpreneurship dalam mengukur sejauh mana strategi kewirausahaan berbasis pengembangan merek berhasil dalam menginovasi nilai-nilai merek di tengah atmosfer persaingan bisnis dan komunikasi yang ketat. Dua pendekatan metodologis menggunakan Branderpreneurship Framing Analysis (BFA), baik secara kualitatif maupun kuantitatif. Qualitative BFA (ql.BFA) fokus pada kajian performa strategis sebuah usaha dalam upaya pengembangan merek melalui kacamata the circle of values development dalam teori Branderpreneurship yang mencakup dimensi-dimensi identifying, creating, delivering, communicating, maintaining, evaluating, dan updating values. Quantitative BFA (qt.BFA) fokus pada pengukuran skala performa di setiap dimensi dengan merujuk pada nilai 0-1 (buruk), 1-2 (baik), dan 2-3 (sangat baik). Metode ini sangat berguna untuk menilai performa branderpreneurship merek-merek UKM (Usaha Kecil dan Menengah) dan usaha-usaha rintisan. To cite this article (7th APA style): Wijaya, B. S. (2014). Branderpreneurship Framing Analysis: A Methodological Framework. Journal Communication Spectrum, 4(2), 156-169

BRAND SOCIAL RESPONSIBILITY: An Integrative Perspective Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 1, No 2 (2011): August 2011 - January 2012
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v1i2.2097

This article presents a description of brand social responsibility (BSR) integrally from a philosophical and strategic perspective. Philosophically, BSR can be defined as the brand's good faith in offering products responsibly, starting from the intention, input, process, and output, to outcome stages, to positively and beneficially impact consumers and society at large. Strategically, BSR is the effort of a brand in communicating its values through activities that carry social meaning or show social responsibility for humanity and the natural environment. Some crucial traits determine BSR strategy's success; the program must be charitable, linkable, responsible, sustainable, investable, communicable, collaborative, and inspirational. Charitable is related to the brand's sincere, empathic, altruistic, compassionate, and philanthropic attitudes. Linkable is about brand relevance, as well as meaningful connections in community involvement. Responsible refers to moral and social considerations of its impacts and consequences. Sustainable is the extent to which the brand's social mission contributes to the survival of the brand itself and the continuity of the brand good perceived by the community. Investable relates to the ability of the program to attract investment potentials, whether economic (financial, capital, material), social (relations, communities, networks), political (regulatory impact, government support, moral movement), cultural (lifestyle, habits, and people's mindset according to the brand's social mission), and psychological (happiness, satisfaction, well-being). The program must be Communicable, in the sense that the message delivered is clear, engaging, and useful, in a pleasant, creative, and effective manner, without harmful excesses. The program must also be Collaborative, attracting many partners, sponsors, and volunteers to get involved. Finally, the BSR program should be Inspirational, mobilizing other brands, competitors, and the community to do the same good. TANGGUNG JAWAB SOSIAL MEREK: Pendekatan Integratif Artikel ini memaparkan gambaran tanggung jawab sosial merek (BSR) secara terpadu dari perspektif filosofis dan strategis. Secara filosofis, BSR dapat diartikan sebagai itikad baik merek dalam menawarkan produk secara bertanggung jawab, mulai dari niat, masukan, proses, dan luaran, hingga tahapan hasil, yang berdampak positif dan menguntungkan bagi konsumen dan masyarakat luas. Secara strategis BSR merupakan upaya suatu merek dalam mengkomunikasikan nilai-nilainya melalui kegiatan yang mengandung makna sosial atau menunjukkan tanggung jawab sosial terhadap kemanusiaan dan lingkungan alam. Beberapa ciri penting menentukan keberhasilan strategi BSR; program harus charitable, linkable, responsible, sustainable, investable, communicable, collaborative, dan inspirational. Charitable terkait dengan sikap merek yang tulus, empatik, altruistik, welas asih, dan filantrofis. Linkable adalah tentang relevansi merek, serta hubungan penuh makna dalam keterlibatan komunitas. Responsible mengacu pada pertimbangan moral dan sosial dari dampak dan konsekuensinya. Sustainable adalah sejauh mana misi sosial merek berkontribusi terhadap kelangsungan merek itu sendiri dan keberlanjutan persepsi sebagai merek yang baik di mata masyarakat. Investable berkaitan dengan kemampuan program untuk menarik potensi investasi, baik ekonomi (finansial, modal, material), sosial (relasi, komunitas, jaringan), politik (dampak regulasi, dukungan pemerintah, gerakan moral), budaya (gaya hidup, kebiasaan, dan pola pikir masyarakat sesuai dengan misi sosial merek), dan psikologis (kebahagiaan, kepuasan, kesejahteraan). Program harus Communicable, dalam arti pesan yang disampaikan jelas, menarik, dan bermanfaat, dengan cara yang menyenangkan, kreatif, dan efektif, tanpa ekses yang merugikan. Program juga harus Collaborative, menarik banyak mitra, sponsor, dan relawan untuk terlibat. Terakhir, program BSR harus Inspirational, mampu menginspirasi merek lain, pesaing, dan komunitas untuk melakukan hal yang sama. To cite this article (7th APA style): Wijaya, B. S. (2011). Brand Social Responsibility: An Integrative Perspective. Journal Communication Spectrum, 1(2), 203-218

The â€˜Realnessâ€™ Discourse of a Political Leader: A Komunikasi Berasa Perspective WIJAYA, BAMBANG SUKMA
Jurnal Studi Pemerintahan Vol 7, No 2 (2016): May 2016
Publisher : Universitas Muhammadiyah Yogyakarta

This article examines the communication style of the former Governor of Jakarta and presidential candidate during the 2014 Indonesian election, Joko Widodo (known as Jokowi), both as a discourse and communication model that affects trustworthiness and meaningfulness of the audiences toward the conveyed messages.This communication model is called Komunikasi Berasa [â€˜sensed-communicationâ€™ or â€˜experientially-meaningful communicationâ€™], which synergises the delivery and verification of a message through audiencesâ€™ experience towards the meaning of the message. Using discursive and descriptive survey approaches, the author found out that Jokowiâ€™s sensed-communication is not perceived solely on blusukan [impromptu visits], but also on the verbal messages of his political campaigns. Media texts display more sensed-rational and sensed-sensorial discourse, whilst people see sensed-relevance and sensed-beneficial as the prominent factors in the sensed-message that Jokowi sent. The results of this research could be used as a reference in implementing a strategy to get audiencesâ€™ trust through Komunikasi Berasa or sensed-communication.

DANCING WITH THE COVID-19 PANDEMIC: How Indonesian Ketofastosis Community Express their Healthy Lifestyle on Facebook Suryaman, Inge Salsabila; Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 10, No 2 (2020): August 2020 - January 2021
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v10i2.2099

This article exposes how the Indonesian Ketofastosis (KF) community through the Facebook group expresses a healthy lifestyle, cultural practices online, views, and social movements related to the Covid-9 pandemic. Using the netnographic method, we found three main points that stand out in the community: 1) efforts to legitimize lifestyle, 2) sharing and caring practices, 3) social responsibility. Health issues related to Covid-19, such as 'Covid-19 victims mostly have high blood sugar history' or 'Ketoers are more immune than non-Ketoers,' becoming a "logical anchor" for some community members to strengthen their reasons for choosing the KF lifestyle. Several members also shared their experiences of living a healthy lifestyle in the face of the pandemic. Furthermore, administrators and several other members were motivated to carry out social activities by assisting frontline health workers who treat Covid-19 patients. It confirms that the Indonesian KF community has a sense of community as well as social responsibility. This study helps understand the micro-social phenomena associated with a pandemic outbreak. To cite this article (7th APA style):Suryaman, I. S. & Wijaya, B. S. (2020). Dancing with the Covid-19 Pandemic: How Indonesian Ketofastosis Community Express their Healthy Lifestyle on Facebook. Journal Communication Spectrum: Capturing New Perspectives in Communication, 10(2), xx-xx. http://dx.doi.org/10.36782/jcs.v10i2.2099

BRAND ACTIVATION AS THE EXTENSION OF MARKETING EVENT Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.2119

Brand activation strategy is currently a vehicle for many brands to get closer to consumers. Long before this phenomenon appeared, marketers were familiar with BTL or Below the Line as a complement to ATL or Above the Line activities, dominated by advertising in mainstream media. Then, creativity emerged by using events as a marketing tool. Why is the marketing event identified with brand activation? Why do brands need to be activated? What is activated? How to activate? This article examines the metamorphosis of the concept of brand activation. It explains how to implement an integrated brand activation (IBA) strategy, the types and spectrum of brand activation, as well as design, to turn on creativity so that brands are always active in consumers' minds using the T5 Strategy: Touch, Tease, Trap, Turn On, Tail and M-Triangle Capital: Message, Moment, Money. AKTIVASI MEREK SEBAGAI EKSTENSI AJANG PEMASARANStrategi brand activation atau aktivasi merek saat ini menjadi senjata andalan banyak merek untuk mendekatkan diri dengan konsumen. Padahal, jauh sebelum fenomena ini muncul, para pemasar mengenal istilah BTL atau Below the Line sebagai pelengkap kegiatan ATL atau Above the Line yang didominasi periklanan di media-media arus utama. Kemudian, kreativitas muncul dengan memanfaatkan event sebagai alat pemasaran. Lalu mengapa marketing event atau ajang pemasaran diidentikkan dengan aktivasi merek? Mengapa merek perlu diaktifkan? Apanya yang diaktifkan? (Message, Meaning, Reality, Sensation). Bagaimana mengaktifkan? Artikel ini mengkaji metamorphosis konsep aktivasi merek dan menjelaskan bagaimana strategi aktivasi merek yang komprehensif dapat dijalankan, jenis dan spektrum aktivasi merek, serta strategi menghidupkan kreativitas agar merek selalu aktif selamanya di benak konsumen dengan menggunakan T5 Strategy: Touch, Tease, Trap, Turn On, and Tail dan M-Triangle Capital: Message, Moment, Money. To cite this article (7th APA Style): Wijaya, B. S. (2014). Brand Activation as the Extension of Marketing Event. Journal Communication Spectrum: Capturing New Perspectives in Communication, 4(1), 13-23

VILLAGE AND RURAL BRANDING: Strategies for Developing Distinctive Values in Rural Areas Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 7, No 2 (2017): August 2017 - January 2018
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v7i2.2125

The development of geographical branding has made any place and space valuable if it is well communicated. This is no exception in the context of village and rural branding. Countries with rich villages and rural areas, such as Indonesia, should consider village and rural branding as a distinctive strategy in increasing the value of an area both economically, socially, culturally, and politically. Some research on village branding and a little on rural branding shows that there are complications and vagueness about the meaning of both. Moreover, the two terms' concepts are almost indistinguishable from other geographical branding concepts, such as place branding, city branding, destination branding, nation branding, or even tourism branding. Using self-reflectivity and in-depth literature review methods, this article clarifies the differences and similarities between the village and rural branding concepts. The seven strategic dimensions for developing village and rural distinctiveness are locality, rurality, spatiality, cultural identity, communality, naturalness, and homeliness. The difference between village branding and rural branding is related to the region's scope, the character of the space, and governmental administration. PEMEREKAN DESA DAN PEDESAAN: Strategi untuk Mengembangkan Nilai-nilai Khas di Area PedesaanBerkembangnya geographical branding menjadikan tempat dan ruang apapun menjadi bernilai jika dikomunikasikan dengan baik. Tak terkecuali dalam konteks village dan rural branding. Negara-negara yang memiliki desa dan pedesaan yang kaya, seperti Indonesia, patut mempertimbangkan village dan rural branding sebagai strategi distingtif dalam meningkatkan nilai suatu wilayah baik secara ekonomis, sosial, budaya, dan politis. Beberapa riset tentang village branding dan sedikit tentang rural branding menunjukkan adanya komplikasi dan kompleksitas tentang makna keduanya. Bahkan, konsep kedua istilah itu hampir tak dapat dibedakan dengan konsep-konsep geographical branding lain seperti place branding, citybranding, destination branding, nation branding, atau bahkan tourism branding. Menggunakan metode self-reflectivity dan in-depth literature review, artikel ini mengklarifikasi perbedaan dan kesamaan konsep village dan rural branding, sehingga peneliti dapat mengidentifikasi yang mana yang paling tepat untuk menjadi kerangka teoretik riset mereka. Beberapa dimensi strategis untuk mengembangkan potensi kekhasan desa dan pedesaan adalah locality, rurality, spatiality, cultural identity, communality, naturalness, dan homeliness. Perbedaan village branding dan rural branding terletak pada cakupan wilayah, karakter ruang, dan administrasi pemerintahan. To cite this article (7th APA Style):Wijaya, B. S. (2017). Village and Rural Branding: Strategies for Developing Distinctive Values in Rural Areas. Journal Communication Spectrum: Capturing New Perspectives in Communication, 7(2), 261-272. http://dx.doi.org/10.36782/jcs.v7i2.2125

GOVERNMENTAL BRANDING AS STRATEGY TO BUILD PUBLIC'S TRUST, LOYALTY, AND PARTICIPATION Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 8, No 2 (2018): August 2018 - January 2019
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v8i2.2152

Increasing public expectations of the current government's performance make government institutions are required to improve themselves. Like a brand, the government needs a unique, structured, and integrated strategy to be more focused and on target. However, the main problems in communicating government-related values to the public are trust, loyalty, and participation. This is usually due to the perception, reputation, and credibility constraints of the parties involved in government affairs. This article proposes how governmental branding can be systematically built to form a good perception of government and its attributes so as to help in communicating governmental values well and reduce constraints and negative effects. There are various dimensions and aspects related to governmental branding, namely 1) Behavioral Dimensions (ranging from public awareness to loyalty), 2) Managerial Dimensions (ranging from governance to efficiency), 3) Physical Dimensions (ranging from distinctive identity signifiers to resources and the environment), 4) Relational Dimensions (ranging from public relations to the private sector), 5) Sociocultural Dimensions (ranging from philanthropic efforts to community development), 6) Representational Dimensions (ranging from communication to constructive narrative), 7) Financial Dimensions (ranging from investment perception to debt), and 8) Political Dimensions (ranging from policy products to political trust). GOVERNMENTAL BRANDING SEBAGAI STRATEGI UNTUK MEMBANGUN KEPERCAYAAN, LOYALITAS, DAN PARTISIPASI MASYARAKATEkspektasi publik yang semakin meningkat terhadap kinerja pemerintah saat ini membuat lembaga-lembaga pemerintahan dituntut untuk berbenah diri. Layaknya sebuah merek, pemerintahan pun membutuhkan strategi yang unik, terstruktur, dan terpadu agar lebih fokus dan tepat sasaran. Namun, problem utama dalam mengomunikasikan nilai-nilai terkait pemerintahan kepada publik adalah kepercayaan, loyalitas, dan partisipasi. Hal ini biasanya dikarenakan adanya kendala persepsi, reputasi, dan kredibilitas dari pihak-pihak yang terlibat dalam urusan pemerintahan tersebut. Artikel ini mengusulkan bagaimana governmental branding dapat dibangun secara sistematis untuk membentuk persepsi yang baik terkait pemerintahan dan atribut-atributnya sehingga membantu dalam mengomunikasikan nilai-nilai governmental dengan baik dan mereduksi kendala-kendala dan efek negatif. Ada berbagai dimensi dan aspek terkait governmental branding, yakni 1) Dimensi Perilaku (mulai dari kesadaran publik hingga loyalitas), 2) Dimensi Manajerial (mulai dari governance hingga efisiensi), 3) Dimensi Fisikal (mulai dari penanda identitas distingtif hingga sumberdaya dan lingkungan), 4) Dimensi Relasional (mulai dari relasi-relasi publik hingga sektor swasta), 5) Dimensi Sosiokultural (mulai dari upaya-upaya filantrofis hingga pengembangan masyarakat), 6) Dimensi Representasional (mulai dari komunikasi hingga narasi konstruktif), 7) Dimensi Finansial (mulai dari persepsi investasi hingga utang), dan 8) Dimensi Politis (mulai dari produk-produk kebijakan hingga amanah politik). To cite this article (7th APA style):Wijaya, B. S. (2018). Governmental Branding as Strategy to Build Public's Trust, Loyalty, and Participation. Journal Communication Spectrum: Capturing New Perspectives in Communication, 8(2), 232-255. http://dx.doi.org/10.36782/jcs.v8i2.2152

BRANDMORPHOSIS THEORY: How Brands Evolve and Adapt Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 2, No 2 (2012): August 2012 - January 2013
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v2i2.2161

The journey, change, evolution, and metamorphosis of a brand's life can be read through a biographical narrative approach called Brandmorphosis. Thus, Brandmorphosis is a description of the journey, evolution, and metamorphosis of a brand's life which is studied from three important dimensions, namely narrative, transformative, and retrospective. In every story, there is always a dynamic plot, setting, characters, conflict, and climax/anti-climax. Several aspects in the narrative dimension, including Brand Story, Brand Genre, Brand Settings, Brand Characters, Brand Conflicts, and Brand Climax/Anti-Climax. From this story (narrative dimension) we can read the romance of a brand's life struggle from surviving, dodging, rising, falling, sliding smoothly to tripping over various obstacles, rising again, succeeding, failing, and other stories. From a change (transformative dimension) we can know when, how, and why the change occurred or was carried out, what new value is offered from the change, and how its impact. For that, aspects in the transformative dimension are Brand Reformation (rejuvenating, re-branding/rebranding, reincarnating, and revitalizing) and Brand Expansion (extending, proliferating, corporatizing). Meanwhile, from a reflection (retrospective dimension), we can reflect on important, historic, influential, and unforgettable moments in life. Therefore, aspects in the retrospective dimension include Historic Moments, Heroic Moments, Dramatic Moments, and Turning-point Moments. Of course, those moments carry a special meaning, awaken, remind, and give new energy for the next life journey. TEORI BRANDMORFOSIS: Bagaimana Merek Berevolusi dan Beradaptasi Perjalanan, perubahan, evolusi dan metamorfosis hidup merek pun dapat dibaca melalui pendekatan naratif biografis yang dinamakan Brandmorphosis. Dengan demikian, Brandmorphosis adalah gambaran perjalanan, evolusi dan metamorfosis hidup merek yang dikaji dari tiga aspek penting yakni narasi, transformasi, dan retrospeksi. Dalam setiap cerita, selalu ada plot, latar, karakter, konflik dan klimaks/antiklimaks yang bersifat dinamis. Maka beberapa aspek dalam dimensi naratif, di antaranya Brand Story, Brand Genre, Brand Setting, Brand Characters, Brand Conflicts, dan Brand Climax/Anti-Climax. Dari cerita (narasi) ini kita dapat membaca romantika perjuangan hidup merek dari bertahan, berkelit, naik, turun, meluncur mulus hingga tersandung berbagai rintangan, bangkit lagi, sukses, gagal, dan kisah-kisah lainnya. Dari perubahan (transformasi) kita dapat mengetahui kapan, bagaimana dan kenapa perubahan itu terjadi atau dilakukan, nilai baru apa yang ditawarkan dari perubahan itu, dan bagaimana dampaknya. Untuk itu aspek-aspek dalam dimensi transformative adalah Brand Reformation (rejuvenating, re-branding/rebranding, reincarnating, revitalizing) dan Brand Expansion (extending, proliferating, corporatizing). Dari renungan (retrospeksi), kita dapat bercermin pada momen-momen penting, bersejarah, berpengaruh dan tak terlupakan dalam hidup. Sehingga aspek-aspek dalam dimensi retrospektif mencakup Historic Moments, Heroic Moments, Dramatic Moments, dan Turning-point Moments. Momen-momen itu tentu membawa makna khusus, menyadarkan, mengingatkan, dan memberi energi baru untuk perjalanan hidup selanjutnya. To cite this article (7th APA style):Wijaya, B. S. (2012). Brandmorphosis Theory: How Brands Evolve and Adapt. Journal Communication Spectrum, 2(2), 215-225

The Development of Hierarchy of Effects Model in Advertising Wijaya, Bambang Sukma
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 5, No 1 (2012): April-July 2012
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.5.1.98

Makna Gaya Hidup Tengah Malam Anak Muda Urban di Branded Convenience Store dan Café 24 Jam Bambang Sukma Wijaya
Jurnal Ilmu Komunikasi Vol 12, No 2 (2014)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v12i2.373

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.

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