CONSUMPTION PRACTICE IN THE BAUDRILLARD PERSPECTIVE

Abstract

This research is a review of consumption practice with the underlying assumption of advanced post-industrial capitalist or postmodern as the consumptive society. This research tries to review the consumption practice and pattern of material goods or symbolic activity. Consumption in this research is the whole type of social events done by everyone so that the operation can be used to characterize and recognize him. The effort to acquire the knowledge on consumption practice of the modern society also includes the debate on a more philosophical epistemological aspect of the 'modernity’or even ‘postmodernity’ terminologies. Consumption, in Baudrillard, is radicalized into the consumption of sign. It means that the consumption society is no longer bound to a morality and habit they once held, but they see the existence from the aspect of how many signs they can consume. In this kind of society, consumption is no longer seen as an activity to consume the object but as a systematic action to manipulate the object. The consumption referred to in this study is no longer of use (usability) or exchange value but more about symbolic value. Consumption rationality diverted its path as an effort to fulfill desire instead of needs. This research also uses the qualitative approach of phenomenology. The subject of this study is the members of Ganbattearisangroup (regular revolving savings social gathering) in Samarinda consist of 10 upper-middle-class women who work as entrepreneur and professional. This research uses an approach in the cultural perspective as a way of life in reviewing a problem.