REPRESENTATION OF WOMEN AS OBJECTS OF CONSUMERISM (CRITICAL DISCOURSE ANALYSIS ON PAYLATER SERIES IN EPISODES 1 AND 2)

##plugins.themes.academic_pro.article.sidebar##

Published Nov 26, 2024
https://doi.org/10.56353/aspiration.v5i2.101
Download
PDF
Statistic
Vol. 5 No. 2 (2024): November Edition of ASPIRATION Journal

##plugins.themes.academic_pro.article.main##

Merry Fridha Tripalupi
Universitas 17 Agustus 1945 Surabaya, Indonesia
Rahmat Edi Irawan
Binus University, Indonesia
Timo Duile
Bonn University, Germany

Abstract

Impulsive buying behavior is increasingly becoming a trend after the existence of marketplaces that make it easier for consumers to buy an item. Currently, active e-commerce users in Indonesia continue to grow with increasingly massive digital activities. Fashion is an item that is more purchased by women in online shopping. The persuasion of advertisements featuring products that claim to perfect women's appearance is a hot-selling commodity. The depiction of the entanglement of consumerism is shown in the Pay Later series. This series tells the story of Tika, the main character, who becomes the object of consumerism. By using the critical discourse analysis method of Sara Mills, which focuses on feminism and in line with this research, which is based on the theory of postmodern feminism, the results show the subject-object position that this series provides an overview of women as objects of consumerism where looking beautiful with beautiful goods is a requirement for women to look more attractive. The use of pay later, which provides flexibility in terms of payment, is attractive to the main character without being accompanied by adequate financial literacy skills. This is what makes the main character get entangled in paying later debt. The high interest rate and relatively short deadline are the problems that are then faced. For the sake of appearing charming, the main character is haunted by debt collectors in his daily life.

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Tripalupi, M. F., Irawan, R. E., & Duile, T. (2024). REPRESENTATION OF WOMEN AS OBJECTS OF CONSUMERISM (CRITICAL DISCOURSE ANALYSIS ON PAYLATER SERIES IN EPISODES 1 AND 2). ASPIRATION Journal, 5(2), 111–126. https://doi.org/10.56353/aspiration.v5i2.101

References

  1. Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1). https://doi.org/10.1108/APJML-04-2017-0073
  2. Alsubaie, M., Abbott, R., Dunn, B., Dickens, C., Keil, T. F., Henley, W., & Kuyken, W. (2017). Mechanisms of action in mindfulness-based cognitive therapy (MBCT) and mindfulness-based stress reduction (MBSR) in people with physical and/or psychological conditions: A systematic review. Clinical Psychology Review, 55. https://doi.org/10.1016/j.cpr.2017.04.008
  3. Anggraeni, V. F., Zen, F., & Istanti, L. N. (2024). Impulse Buying Tendency Moderates Financial Knowledge and Self Control in Nomadic Students Using Shopee Paylater (Issue Bistic). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-576-8
  4. Ayustin, E., & Christin, M. (2022). Sara Mills Model Critical Discourse Analysis on the Peaky Blinders Serial. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3).
  5. Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour-evidence from india. Journal of Retailing and Consumer Services, 21(4). https://doi.org/10.1016/j.jretconser.2014.04.003
  6. Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: A qualitative exploration of the phenomenon. Qualitative Market Research: An International Journal, 1(2). https://doi.org/10.1108/13522759810214271
  7. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2). https://doi.org/10.1016/S0022-4359(99)80092-X
  8. Chen, Y. F., & Wang, R. Y. (2016). Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention. Journal of Consumer Behaviour, 15(2). https://doi.org/10.1002/cb.1563
  9. Duke, P., Andy, M., & Andrew, C. (2019). Insights into Payments Payment Methods Report 2019 Innovations in the Way We Pay. The Paypers, 144, 1–143.
  10. Eriyanto. (2001). Analisis wacana: Pengantar analisis teks media. LKiS Yogyakarta.
  11. Harsh Maheshwari. (2020). Mindfulness: Helps Curb Impulsive Buying Through Improving Self Control. Journal of Modern Accounting and Auditing, 16(9), 415–430. https://doi.org/10.17265/1548-6583/2020.09.004
  12. Lee, Y. J. (2000). Consumer Culture and Gender Identity in South Korea. Asian Journal of Women’s Studies, 6(4). https://doi.org/10.1080/12259276.2000.11665892
  13. Lia, D. A. Z., & Natswa, S. L. (2021). Buy-Now-Pay-Later (BNPL): Generation Z’s Dilemma on Impulsive Buying and Overconsumption Intention. Proceeding of The BISTIC Business Innovation Sustainability and Technology International Conference.
  14. Olsen, S. O., Tudoran, A. A., Honkanen, P., & Verplanken, B. (2016). Differences and Similarities between Impulse Buying and Variety Seeking: A Personality-based Perspective. Psychology and Marketing, 33(1). https://doi.org/10.1002/mar.20853
  15. Parameswari, R., & Ginny, P. L. (2022). The Effect Of Paylater Payment Methods On The Increase Of Impulse Purchases. Primanomics : Jurnal Ekonomi & Bisnis, 20(2), 175–185. https://doi.org/10.31253/pe.v20i2.1183
  16. Rekha, S. V, & Maran, K. (2012). Advertisement Pressure and Its Impact on Body Dissatisfaction and Body Image Perception of Women in India. In Articles Global Media Journal-Indian Edition (Vol. 3, Issue 1).
  17. Safarudin, R., Zulfamanna, Z., Kustati, M., & Sepriyanti, N. (2023). Penelitian kualitatif. Innovative: Journal Of Social Science Research, 3(2), 9680–9694.
  18. Sari, R. (2021). Pengaruh Penggunaan Paylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce di Indonesia. Jurnal Riset Bisnis Dan Investasi, 7(1).
  19. Shahid, Q., & Razaq, L. (2017). Demonetisation for changing payment behaviour and building platforms. Journal of Payments Strategy & Systems, 11(2). https://doi.org/10.69554/sdck7480
  20. Vohs, K. D., & Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4). https://doi.org/10.1086/510228
  21. Wijaya, C., & Primadini, I. (2023). The Meaning of Flexing Luxury Brand in Social Media Based on the Perception of Generation Z. LONTAR: Jurnal Ilmu Komunikasi, 11(2), 128–136. https://doi.org/10.30656/lontar.v11i2.7285
  22. Zahra, Z., Suleman, D., Wuryanto, A., Styaningrum, E. D., Rini, R. S., Suhendra, A. D., Supriatin, S., & Setiawan, A. C. (2022). Study Of Impulse Buying Behavior On Interest In Using Paylater Facilities In The Marketplace With Celebrity Endorsers As Mediations. International Journal of Social and Management Studies, 3(6), 86–91. https://ijosmas.org/index.php/ijosmas/article/view/253