Mediating the Lifestyle of Metrosexual on Instagram (#priadewasa, #ganteng): Consumption and Identity

Rama Kertamukti

doi:10.31000/nyimak.v4i2.2880

Mediating the Lifestyle of Metrosexual on Instagram (#priadewasa, #ganteng): Consumption and Identity

Rama Kertamukti

Abstract

Activity of human social life is currently mediated by internet technology. Mediation has created space in the activities of social life which previously had an activity in the body replaced by activities in cyberspace. Instagram is a technological social space in the posfenomenological dimension of cyber space. Instagram as social media mediates its user body to be shared with other users. Instagram is a mode of reduced social interaction and transcends bodily space, programmed body, identity constructed in digital form. The metrosexual man enters the Instagram room to image himself and share it with other users. This research analyzes how metrosexual man activities in consumption and presents his identity in cyberspace. This study uses a virtual ethnographic method by tracing metrosexual male Instagram accounts through the hashtag #priadewasa #ganteng. This method can explore deeper about subject interactions on Instagram. The result is identity and consumption activities in the form of fashion, the places they visit are presented making it their class that has their own tastes in activities shared on Instagram. The liquid space provided by Instagram renders de-identification. Instagram space gives a different space unlike theworld off-line. Human life is never static, the dynamics of human life are changes that can never be avoided. These changes are a process of human adaptation to the movement of the surrounding environment. One form of human adaptation is to create technology that aims to simplify and improve the quality of life.

Keywords: Instagram, Metrosexual, Identity, Consumption

ABSTRAK

Aktivitas kehidupan sosial manusia saat ini termediasi teknologi internet. Mediasi itu telah menciptakan ruang dalam aktivitas kehidupan sosial yang sebelumnya beraktivitas dalam kebertubuhan tergantikan dengan aktivitas dalam ruang siber. Instagram adalah ruang sosial teknologis yang berada dalam dimensi posfenomenologis ruang siber. Instagram sebagai media sosial memediasi tubuh penggunannya untuk dibagikan ke pengguna lain. Instagram adalah moda interaksi sosial tereduksi dan melampaui ruang kebertubuhan, tubuh terprogramkan, identitas terkonstruksi dalam wujud digital. Pria metroseksual memasuki ruang Instagram untuk mencitrakan dirinya dan dibagi ke pengguna lain. Penelitian ini menganalisa bagaimana aktivitas pria metroseksual dalam berkonsumsi dan menghadirkan identitasnya di dunia siber. Penelitian ini menggunakan metode etnografi virtual dengan menelusuri akun Instagram pria metroseksual melalui hashtag #priadewasa #ganteng. Metode ini dapat mengeksplorasi lebih dalam interaksi subjek di instagram. Hasilnya Identitas dan aktivitas konsumsi berupa fashion, tempat-tempat yang mereka kunjungi menjadikan kelas mereka memiliki selera tersendiri dalam aktivitas yang dibagikan di instagram. Ruang cair yang diberikan instagram mengarahkan de-idetifikasi. Ruang Instagram memberi ruang berbeda tidak seperti dunia off line. Kehidupan manusia tidak pernah dalam kondisi statis, dinamika kehidupan manusia merupakan perubahan yang tidak pernah bisa dihindari. Perubahan-perubahan tersebut merupakan proses adaptasi manusia terhadap pergerakan dari lingkungan sekitarnya. Salah satu bentuk adaptasi manusia adalah dengan menciptakan teknologi yang bertujuan mempermudah dan meningkatkan kualitas hidup.

Kata Kunci: Instagram, Metroseksual, Identitas, Konsumsi

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DOI: http://dx.doi.org/10.31000/nyimak.v4i2.2880