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Saptiyono, Ami
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Journal of Communication Studies

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Hyperreality and Fandom Capitalism: An Analysis of Day6’s Fandom Consumptive Behavior in Purchasing Merchandise as an Identity Construction elsa ananda; Nurwahyu Julianto, Edi; Saptiyono, Ami
Journal of Communication Studies Vol. 5 No. 2 (2025): JCS: Journal of Communication Studies
Publisher : Program Studi Komunikasi dan Penyiaran Islam, Fakultas Dakwah, Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/jcs.v5i2.8807

Abstract

He phenomenon of fanaticism communities (fandom) of K-POP in Indonesia is not merely related to music, but also  involved merchandise comsumption practice that has symbolic meaning. This research aims to explore the role of hyperreality and fandom capitalism in constructing compsumtive behavior of DAY6’s fandom.  This research located in Semarang, particularly through purchasing activity of DAY6 merchandise as the part of identity construction. This research using qualitative phenomenological approach through in-depth interview method toward DAY6’s fans who actively participate in the community and has high intensity of merchandise purchasing. The analysis is conduct through tematic analysis for identifed meaning pattern that appears from informan’s experience. The results show three key findings. First, merchandise plays a role as a simulation of the idol’s presence. Second, merchandise consumptions contributes to shape the identity of fans as “MY DAY”, the name of DAY6’s fandom. Third, merchandise ownership is related to social recognition within the DAY6 community. The research concludes that DAY6’S fans consumptive behavior cannot be viewed simply as an economic activity, but rather as a symbolic meaning that shapes emotional closeness, fandom identity, and social relations within fandom hyperreality and capitalism.
Co-Authors B Natalia Sari Pujiastuti Edi Nurwahyu Julianto, Edi Nurwahyu elsa ananda Emmanuella Setiawan, Annabelle Mavelline Errika Dwi Setya Watie, Errika Dwi Setya Fajriannoor Fanani, Fajriannoor Fitrianti, Ayang Gita Aprinta, Gita Indainanto, Yofiendi Indah Kharisma Ayu Febriana Laksono, Agus Edy Nurwahyu Julianto, Edi Pamungkas, Yoma Bagus Rafa, Ersa Nabalah Retno Manuhoro Setyowati Retno Manuhoro Steyowati Sari, Lusyana Dewinta Setya Watie, Erika Dwi Suhariyanto Suhariyanto Suhariyanto Wiratama, Reva Andrea