Rara Aulia Rusli, - (2024) THE SOCIETY OF THE SPECTACLE: ANALISIS KONSUMSI VIRTUAL PEMBELIAN SKIN HERO MOBILE LEGENDS PADA REMAJA EKONOMI MENENGAH KEBAWAH. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis fenomena konsumsi virtual dalam pembelian skin hero di permainan Mobile Legends di kalangan remaja dari latar belakang ekonomi menengah ke bawah. Dengan menggunakan pendekatan kualitatif dan metode studi kasus, hasil penelitian menunjukkan bahwa konsumerisme telah menjadi gaya hidup yang umum di masyarakat modern. Berdasarkan penelitian yang dilakukan di Kota Bekasi, Hasil yang didapat: (1) Pembelian skin hero di Mobile Legends dipengaruhi oleh gaya hidup yang didorong oleh FOMO (Fear of Missing Out) dan perilaku konsumtif; (2) Interaksi sosial memainkan peran penting dalam pembentukan identitas remaja. Remaja dari latar belakang ekonomi menengah ke bawah yang mengadopsi gaya hidup konsumtif dalam gim ini, secara tidak langsung, mengonstruksi identitas sosial mereka sebagai pemain atau penggemar yang loyal dan seolah-olah memiliki kemampuan ekonomi yang memadai. Berdasarkan teori society of the spectacle, remaja tersebut telah menjadi bagian dari masyarakat tontonan, di mana identitas mereka dikonstruksi oleh apa yang mereka konsumsi dan tampilkan kepada orang lain. (3) Penelitian juga didapatkan bahwa perbedaan antara individual self dan public self yang mereka tampilkan berkontribusi pada konstruksi identitas mereka. Upaya untuk mempertahankan personal branding yang telah terbentuk sejak awal juga menjadi faktor penting dalam terbentuknya identitas tersebut. This study aims to analyze the phenomenon of virtual consumption in the purchase of hero skins in the game Mobile Legends among teenagers from lower-middle economic backgrounds. Using a qualitative approach and case study method, the research findings reveal that consumerism has become a common lifestyle in modern society. Based on research conducted in Bekasi City, the results are as follows: (1) The purchase of hero skins in Mobile Legends is influenced by a lifestyle driven by FOMO (Fear of Missing Out) and consumerist behavior; (2) Social interaction plays a significant role in shaping the identity of teenagers. Teenagers from lower-middle economic backgrounds who adopt a consumerist lifestyle in this game indirectly construct their social identity as loyal players or fans, projecting an image of adequate economic capability. According to the theory of the society of the spectacle, these teenagers have become part of a spectacle society, where their identity is constructed by what they consume and display to others. (3) The study also found that the difference between their individual self and public self contributes to the construction of their identity. The effort to maintain the personal branding that was established from the beginning also becomes a crucial factor in shaping this identity.
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S.Sos_2007111_Chapter 1.pdf Download (486kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing Siti Nurbayani K: 5976314 Fajar Nugraha Asyahidda: 6682474 |
| Uncontrolled Keywords: | Ekonomi menengah kebawah, Gim online, Identitas sosial, Konstruksi sosial Lower-middle economic class, Online games, Social identity, Social construction. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HN Social history and conditions. Social problems. Social reform L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Sosiologi |
| Depositing User: | Rara Aulia Rusli |
| Date Deposited: | 22 Sep 2024 09:52 |
| Last Modified: | 22 Sep 2024 09:52 |
| URI: | http://repository.upi.edu/id/eprint/125582 |
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