The Cultural and Media Studies Program (KBM Program), Graduate School, Universitas Gadjah Mada, once again held the Research Week event on Friday (21/02) via Zoom Meeting. This session was the final one of the Research Week series, with the theme “Prosumerism and Digital Lifestyle.” Three speakers were present during this session: Hikmatul Arifah, Asmi Nur Aisyah, and Rizka Nafisah, who are alumni of the KBM Program.
Dr. Ardhie Raditya, an alumnus of the KBM doctoral program, acted as the moderator of the event. Hikma shared her research findings about the phenomenon of globally recognized and highly popular culinary trends, especially among middle-class workers in Yogyakarta. Hikma explained that this phenomenon, aside from being a result of globalization, also occurs because business actors incorporate local flavors to satisfy consumer preferences.
“There is a negotiation that takes place between consumers and business actors, not only about taste but also as a form of fulfilling curiosity about tastes that are far from everyday life,” said Hikma.
Another phenomenon often encountered by young adults is the practice of vacations to fill leisure time and maintain friendships. This was shared by Asmi Nur Aisyah, a 2022 master’s student, in her research titled “Longing for Togetherness: The Consumption of Friendship Experiences Among Young Adults Through Community-Based Open Vacations.”
Asmi explained that through Community-Based Open Vacations (VTBK), young adults experience togetherness and interaction in the midst of increasingly individualistic life transitions. This phenomenon has become inevitable for young adults because, without fully establishing long-term friendships, they can still satisfy their need for togetherness and spend free time with friends.
“VTBK is a vacation activity that can be done anywhere, as long as it is with friends. VTBK fills the void in friendship experiences through a series of vacation activities,” explained Asmi.
Meanwhile, Rizka Nafisah shared her research on “The Meaning of Meme Sharing Practices and Friendship Relations on Instagram.” Using netnography as a method, Nafisah found that meme-sharing practices are also efforts to maintain friendships. This practice emphasizes the presence of practices and individualism, but with a collective awareness, technology does not necessarily shape our emotional lives.
Author: Asti Rahmaningrum