Year: 2022
Type: article
Abstract: The use of communication technology is only limited to a means of exchanging messages. However, there is a significant value behind it. As Baudrillard points out, in a consumer society, people buy products based on sign value, as indicated in this case study. The results of this study indicate that the #Kelasblogger community's Instagram social media posts contain various values, such as commodity and non-commodity values. The value of the commodity is detected in the XL Go MiFi modem purchased to support travelling activities. The use of information technology-based social media makes people have similar or uniform behaviour and compete in enjoying and spreading the sign values in their lives. This consumptive behaviour is caused by several underlying factors, namely the development of lifestyle into a separate commodity, the shift from production to consumption, and capitalism's shift from labour exploration to consumer exploration.
Authors: Salman, Udi Rusadi, Rully Nasrullah
Institution: Universitas Sahid Jakarta
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4311320071