EKSISTENSI FASHION OLAHRAGA DI INSTAGRAM DALAM PERSPEKTIF JEAN BAUDRILLARD
DOI:
https://doi.org/10.33603/signal.v13i2.9885Keywords:
Fashion Sports, Instagram, Jean Baudrillard, Simulation, HyperrealityAbstract
Penelitian ini bertujuan untuk menganalisis eksistensi fashion olahraga di Instagram, dengan menggunakan metode kualitatif, analisis semiotik kritis untuk mengkaji fenomena tersebut. Melalui analisis yang komprehensif, penelitian ini berusaha untuk merepresentasikan fashion olahraga yang tidak lagi merefleksikan realitas fisik atau kebutuhan praktis tetapi lebih kepada citra-citra yang terpisah dari referensi aslinya. Hasil penelitian ini mengungkapkan bahwa fashion olahraga di instagram lebih dari sekadar ekspresi personal, Instagram menjadi komoditas yang diperdagangkan dalam pasar citra, dimana nilai sosial diukur berdasarkan jumlah "likes", "followers", dan interaksi lainnya. Temuan penelitian ini menegaskan bahwa media sosial seperti Instagram tidak hanya berfungsi sebagai alat untuk komunikasi, namun sebagai alat untuk menginterpretasikan makna-makna baru. Melalui perspektif Baudrillard, penelitian ini membongkar bahwa Instagram bukanlah representasi dari realitas objektif, melainkan serangkaian simulasi yang menciptakan dunia hiperrealitas.
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