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All Journal Sabda: Jurnal Kajian Kebudayaan UMBARA Indonesian Journal of Anthropology
Azhar, Fadhilatul
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Education Social Sciences

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Dari Gotong Royong ke Komodifikasi: Pergeseran Bentuk Ekonomi Melekat di Komunitas Pesisir Terdampak Banjir Rob di Kecamatan Sayung, Demak Purwanti, Tari; Azhar, Fadhilatul
Sabda: Jurnal Kajian Kebudayaan Vol 20, No 2 (2025): Sabda: Jurnal Kajian Kebudayaan Vol. 20 No. 2
Publisher : Fakultas Ilmu Budaya Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/sabda.20.2.125-135

Abstract

Tidal flooding along the coast of Sayung, Demak, has transformed the community's socio-economic structure, particularly in the practice of mutual cooperation (gotong royong), which has now become a form of paid labor. This study aims to explain the commodification of mutual cooperation and how the community negotiates changing values of solidarity amidst ecological pressures. Using a qualitative approach with economic ethnography methods, the study involved 28 informants from various backgrounds, including fishermen, fishpond laborers, construction workers, and women who manage food stalls. The results indicate that the shift from voluntary mutual cooperation to a paid system is not simply a sign of weakening social morality, but rather a form of adaptation to economic needs and the loss of livelihoods. Using Karl Polanyi's framework of the embedded economy, this phenomenon is understood as a process of disembedding and re-embedding, in which market logic is adjusted to remain aligned with local social norms and moral values. These findings confirm that the Sayung community has formed a hybrid economy that maintains social solidarity amidst market pressures and ecological crises.
Moralitas dan Etika Konsumsi VS Gaya Hidup Anak Muda dalam Tren “Buy Now Pay Later” PURWANTI, TARI; Azhar, Fadhilatul; Suyanto, Suyanto
Umbara Vol 11, No 1 (2026)
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/umbara.v11i1.67356

Abstract

This study explores how moral values, social pressures, and digital culture shape young people's consumption behavior through PayLater services in Indonesia. Using a qualitative descriptive approach with a netnographic method, the research analyzed 29 social media posts from X (formerly Twitter) containing narratives related to experiences, moral justification, and emotions surrounding PayLater use. The findings reveal that PayLater is not merely a financial tool but a medium of social participation and symbolic identity formation. Young users often justify their indebtedness as acts of self-care, reward, or emotional recovery, reflecting a flexible moral framework shaped by digital narratives. Moreover, social validation and Fear of Missing Out (FOMO) drive individuals to engage in consumption as a form of belonging. Humor, memes, and viral hashtags such as #PaylaterWarrior play a crucial role in normalizing debt-based consumption, transforming financial anxiety into collective cultural expression. Thus, the PayLater phenomenon illustrates how debt becomes moralized, aestheticized, and socially legitimate within the digital youth culture.
Co-Authors Suyanto Suyanto Tari Purwanti, Tari