Dinamika Konsumsi Light Novel Tsurune: Kajian Sosiologi Sastra Robert Escarpit - Hasya Hafizhanti Munandar; Rima Devi (Program Studi Sastra Jepang, Universitas Komputer Indonesia Bandung, 2026)
Abstract This research analyzes the consumption dynamics of the light novel Tsurune: Kazemai Kōkō Kyūdō- bu by Kotoko Ayano using Robert Escarpit's sociology of literature theory, focusing specifically on the consumption stage. The study employs a qualitative-descriptive method, with data collected from online forums such as Reddit and MyAnimeList, the social media platform Twitter/X, and official merchandise catalogs from Kyoto Animation Shop. The findings reveal three main forms of consumption. First, text consumption occurs actively through discussions, comparisons, and collective interpretation in fan communities, expanding Escarpit's concept of consumption as social activity toward co-organization and anticipation. Second, visual consumption through anime and film adaptations serves as a driver, triggering comparative patterns and backward consumption, which means watching the anime first, then reading the light novel, as well as anticipatory behavior such as monitoring publisher announcements. Third, material consumption, reflected in merchandise purchases ranging from keychains to Blu‑ray boxes, goes beyond economic function to operate as identity markers, emotional investments, and scarce, valuable goods. Limited geographical access also creates a hierarchical status among global fans. This research demonstrates that Escarpit's theory of consumption remains relevant in the digital era, while also showing how active and collective consumption drives economic circulation and extends the life cycle of literary works through derivative products. Keywords: Japanese popular literature, sociology of literature, Robert Escarpit, Tsurune, consumption. Abstrak Penelitian ini menganalisis dinamika konsumsi light novel Tsurune: Kazemai Kōkō Kyūdō-bu karya Kotoko Ayano menggunakan pendekatan sosiologi sastra Robert Escarpit, dengan fokus pada tahap konsumsi. Metode yang digunakan adalah kualitatif-deskriptif dengan data yang dikumpulkan dari forum daring seperti Reddit dan MyAnimeList, media sosial Twitter/X, serta katalog merchandise resmi dari Kyoto Animation Shop. Temuan penelitian menunjukkan tiga bentuk konsumsi utama. Pertama, konsumsi teks berlangsung secara aktif melalui diskusi, perbandingan, dan interpretasi kolektif di komunitas penggemar, yang memperluas konsep Escarpit tentang konsumsi sebagai aktivitas sosial ke arah pengorganisasian bersama dan sikap menanti-nanti. Kedua, konsumsi visual melalui adaptasi anime dan film berfungsi sebagai pendorong yang memicu pola komparatif dan backward consumption, yaitu menonton anime terlebih dahulu lalu membaca light novel, serta perilaku antisipatif seperti memantau pengumuman penerbit. Ketiga, konsumsi budaya material yang tercermin dari pembelian merchandise mulai dari gantungan kunci hingga Blu-ray yang habis terjual, melampaui fungsi ekonomi semata dan beroperasi sebagai penanda identitas, investasi emosional, serta barang langka yang bernilai jual. Akses geografis yang terbatas turut menciptakan tingkatan status di antara penggemar global. Penelitian ini menunjukkan bahwa teori konsumsi Escarpit masih relevan di era digital, sekaligus memperlihatkan bagaimana konsumsi yang aktif dan kolektif mampu menggerakkan perputaran ekonomi dan memperpanjang siklus hidup karya sastra melalui produk-produk turunannya. Kata kunci: Sastra Populer Jepang, Sosiologi Sastra, Robert Escarpit, Tsurune, Konsumsi