Konstruksi Identitas dan Kemewahan Digital di Instagram melalui Hermes Birkin sebagai False Commodity
DOI:
https://doi.org/10.47134/dkv.v3i1.5454Keywords:
False Commodity, Instagram, Kemewahan digital, Konstruksi Identitas, Representasi visualAbstract
Penelitian ini mengkaji konstruksi identitas dan kemewahan digital yang ditampilkan di Instagram melalui representasi Hermes Birkin sebagai false commodity. Di era digital, objek mode tidak lagi berfungsi sebagai produk material akan tetapi sebagai tanda simbolik yang memediasi pembentukan identitas, status sosial dan juga gaya hidup. Tujuan penelitian untuk menganalisis bagaimana representasi visual objek tas Hermes Birkin di Instagram beroperasi sebagai sistem yang mengkonstruksi identitas dan kemewahan digital melalui logika komodifikasi simbolik. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis visual budaya terhadap konten Instagram yang menampilkan Hermes Birkin. Data dikumpulkan secara purposif dari unggahan publik figur Indonesia dengan mempertimbangkan tingkat engagement, konteks visual dan representasi gaya hidup mewah. Kerangka teoretis menggabungkan konsep false commodity dalam konsumsi simbolik, teori hiperrealitas Jean Baudrillard, fetisisme komoditas Karl Marx, serta teori representasi visual dalam budaya digital. Hasil penelitian menunjukkan bahwa tas Birkin direpresentasikan sebagai simbol kemewahan yang tidak bergantung pada kepemilikan objek secara langsung akan tetapi pada kemampuan citra visual membentuk persepsi status, eksklusivitas dan pengakuan sosial. Estetika visual, performativitas sosial dan self-presentation bekerja membentuk nilai kemewahan tersebut. Representasi tersebut membentuk Birkin sebagai false commodity, dimana nilai simbolik lebih dominan dibanding nilai fungsinya. Hermes Birkin berfungsi sebagai objek simbolik yang membentuk identitas sosial dan kemewahan digital melalui logika visualitas, performativitas, dan visibilitas di ruang media sosial. Temuan diharapkan berkontribusi pada kajian budaya visual dan desain komunikasi visual dengan menunjukkan bagaimana citra digital mengorganisasi makna kemewahan, konsumsi simbolik, dan praktik representasi diri kontemporer di Indonesia. Temuan memperluas pemahaman tentang visualitas, konsumsi, dan budaya digital kontemporer
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