Sign Consumption and Fetishism Behind the Hyperreality of Plant Collection Trends During a Pandemic
Keywords:fetishism, hyperreality, multimodal analysis, sign consumption, social media
The nurturing plants activity which initially aimed to improve the fresh air quality and create a more beautiful environment has now shifted to showing social status due to the emerging trend during pandemic. The purpose of this study is to understand the process of sign consumption behind the ornamental plant collection activities, fetishism towards plant aesthetics, and the hyperreality of ornamental plants collection lifestyle mediated by social media. A qualitative approach with multimodal analysis, purposive sampling, and constructivism paradigm was implemented. There were three Instagram accounts of ornamental plant collectors being analyzed and interpreted through the text, images, and videos. After that, the researcher constructs the finding into themes by comparing across selected Instagram accounts to ensure reliability and validity. The results show that the value of plants is now shifting into a lifestyle where they are used as objects that should be shown off to others. Social media boosted this ornamental plant collections trends widespread, creating hyperreality and making collectors trapped in fetishism. Academically, this study emphasizes the Instagram role in spreading sign consumption, fetishism, hyperreality and consumerism massively. Further research can be done by using the interview method with plant collectors to find out their direct experience. The practical implication from this study is to open the horizon of Indonesian people to avoid the trap of lifestyle trends. Another practical implication is for Financial Consultant/Advisor/Planner and Social Movement Organization to educate the public to spend money wisely and create new programs to avoid consumerism trap even more.
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