Hiperealitas Dalam Konsumsi Tanda Pada Pengguna Fashion Bertema Ganja di Surabaya

Abstract

Abstract

Consumption is the effort to utilize the utility value of a product or service, and this consumption behavior has been practiced in every stage of societal development, from prehistori communities to modern society. What started as a means of fulfilling basic needs has evolved into a symbol of social status, style, and social identity through the use of fashion brands and clothing. Shifts in consumption patterns are influenced by social factors such as income, social status, and media influence. Through the theoretical approach of hyperreality, where the boundaries between reality and representation become increasingly blurred due to the impact of technology, social media has played a significant role in information dissemination and shaping consumption patterns through convenient online purchasing channels. This study adopts a qualitative research method with a hyperreality perspective rooted in Jean Baudrillard's theory. Data analysis is conducted using the Miles and Huberman framework. The findings of this research indicate that the use of fashion items with cannabis-themed designs allows for freedom of expression, stimulates dialogue, and can contribute to changing perceptions of cannabis.