Sign Consumption and Fetishism Behind the Hyperreality of Plant Collection Trends During a Pandemic

Authors

  • Feny Listianti University of Indonesia

Keywords:

fetishism, hyperreality, multimodal analysis, sign consumption, social media

Abstract

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.

Dimensions

References

Angeliqa, F., & Andriani, F. (2020). Hyperreality study of hijab fashion celebrity. Informasi, 50(1), 58–70. https://doi.org/10.21831/informasi.v50i1.27842

Baudrillard, J. (2017a). The Consumer Society Myths and structures (Revised ed.). London, UK: Sage.

Baudrillard, J. (2017b). Symbolic Exchange and Death. In Symbolic Exchange and Death (2nd ed.) (I.H. Grant, Trans.). London, UK: Sage.

Borgerson, J. L., & Schroeder, J. E. (2018). Making Skin Visible: How Consumer Culture Imagery Commodifies Identity. Body and Society, 24(1–2), 103–136. https://doi.org/10.1177/1357034X18760987

Chalmin-Pui, L. S., Griffiths, A., Roe, J., Heaton, T., & Cameron, R. (2021). Why garden? – Attitudes and the perceived health benefits of home gardening. Cities, 112(October 2020), 103118. https://doi.org/10.1016/j.cities.2021.103118

Craciunescu, N. E. (2020). Drugs, brands and consumer culture: the sign-value of the products sold on the darknet marketplaces. Drugs and Alcohol Today, 21(2), 124–134. https://doi.org/10.1108/DAT-12-2019-0048

Creswell, J. W., & Creswell, J.D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Thousand Oaks, CA: Sage.

Damayanti, N. L., & Hidayat, M. A. (2019). Hiperreality Of Social Media: A Phenomenology Study of Self Confession of Housewives of Facebook Users. The Journal of Society and Media, 3(2), 261. https://doi.org/10.26740/jsm.v3n2.p261-277

Dant, T. (1996). Fetishism and the social value of objects. Sociological Review, 44(3), 495–516. https://doi.org/10.1111/j.1467-954x.1996.tb00434.x

De Bell, S., White, M., Griffiths, A., Darlow, A., Taylor, T., Wheeler, B., & Lovell, R. (2020). Spending time in the garden is positively associated with health and wellbeing: Results from a national survey in England. Landscape and Urban Planning, 200(June 2019), 103836. https://doi.org/10.1016/j.landurbplan.2020.103836

Exner, A., & Schützenberger, I. (2018). Creative Natures. Community gardening, social class and city development in Vienna. Geoforum, 92, 181–195. https://doi.org/10.1016/j.geoforum.2018.04.011

Guelmami, Z. (2019). “I got the power!”: An exploration of contemporary fetishism. Qualitative Market Research, 22(5), 781–795. https://doi.org/10.1108/QMR-12-2016-0124

Hu, Y., & Mei, L. (2021). From Literary Illusions to Media Simulacra: Toward a Semiotic Imagology in the Era of Global Communication. In European Review (Vol. 29, Issue 4, pp. 551–567). Cambridge University Press. https://doi.org/10.1017/S1062798720000794

Kompas.com. (2020, October 1). Digemari Masyarakat, Ini Alasan Harga Janda Bolong Melambung. Retrieved March 29th 2021 from: https://megapolitan.kompas.com/read/2020/10/01/20213321/digemari-masyarakat-ini-alasan-harga-janda-bolong-melambung?page=all

Kuldova, T. (2019). Fetishism and the problem of disavowal. In Qualitative Market Research (Vol. 22, Issue 5, pp. 766–780). Emerald Group Publishing Ltd. https://doi.org/10.1108/QMR-12-2016-0125

Lazzini, A., Lazzini, S., Balluchi, F., & Mazza, M. (2021). Emotions, moods and hyperreality: social media and the stock market during the first phase of COVID-19 pandemic. Accounting, Auditing and Accountability Journal. https://doi.org/10.1108/AAAJ-08-2020-4786

Leeuwen, T. V. (2005). Introducing Social Semiotics. Oxon, UK: Routledge.

Low, D., & Pandya, J. Z. (2019). Issues of Validity, Subjectivity, and Reflexivity in Multimodal Literacy Research and Analysis. https://www.researchgate.net/publication/332447852

Morris, J. (2021). Simulacra in the Age of Social Media: Baudrillard as the Prophet of Fake News. Journal of Communication Inquiry, 45(4), 319–336. https://doi.org/10.1177/0196859920977154

Murray, D. C. (2020). Selfie consumerism in a narcissistic age. Consumption Markets and Culture, 23(1), 21–43. https://doi.org/10.1080/10253866.2018.1467318

Paraskevaidis, P., & Weidenfeld, A. (2019). Sign consumption and sign promotion in visitor attractions: A netnography of the visitor experience in Titanic Belfast. International Journal of Contemporary Hospitality Management, 31(4), 1937–1955. https://doi.org/10.1108/IJCHM-07-2018-0543

Pawlett, W. (2018). ‘Media Events’ reconsidered: from ritual theory to simulation and performativity. Journal for Cultural Research, 22(1), 1–15. https://doi.org/10.1080/14797585.2017.1370865

Raad, D. R. (2021). The power of collective vision: landscape, visual media, and the production of American mountains. Journal of Cultural Geography, 38(1), 102–122. https://doi.org/10.1080/08873631.2020.1775005

Reed, M., & Keech, D. (2019). Gardening cyberspace—social media and hybrid spaces in the creation of food citizenship in the Bristol city-region, UK. Landscape Research, 44(7), 822–833. https://doi.org/10.1080/01426397.2017.1336517

Roberts, J. M., & Cremin, C. (2019). Prosumer culture and the question of fetishism. Journal of Consumer Culture, 19(2), 213–230. https://doi.org/10.1177/1469540517717773

Roberts, M., & Ponting, J. (2018). Waves of simulation: Arguing authenticity in an era of surfing the hyperreal. International Review for the Sociology of Sport. https://doi.org/10.1177/1012690218791997

Simon, A. (2019). The competitive consumption and fetishism of wildlife trophies. Journal of Consumer Culture, 19(2), 151–168. https://doi.org/10.1177/1469540517690571

Published

2022-05-19
Abstract 71  .