RELASI KONSUMEN DAN MEREK DALAM DIMENSI SIMBOLIK Sebuah Refleksi Kultural
| Main Authors: | Wijaya, Bambang Sukma; Universitas Bakrie, Faruk, Faruk; Universitas Gadjah Mada, Wahyuni, Hermin Indah; Universitas Gadjah Mada |
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| Format: | Article application/pdf eJournal |
| Bahasa: | ind |
| Terbitan: |
Program Studi Ilmu Komunikasi Fakultas Ekonomi dan Ilmu Sosial Universitas Bakrie
, 2018
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| Subjects: | |
| Online Access: |
http://journal.bakrie.ac.id/index.php/Journal_Communication_spectrum/article/view/1840 |
Daftar Isi:
- This study elaborates the formation of brand relationships in the symbolic dimension. Based on Lury’s brand and Baudrillard’s sign-values theories, author used the reflectivity method combined with in-depth literature review in order to construct new theory or concept related to the issue. The results show that brand relationships formed in the process of significations. In this context the brand could be viewed as a sign-values institution that stimulated the production and consumption of symbolic meanings among consumers, which desirably created various symbolical pleasures. Thus, no wonder we often found the brand meanings as the symbols of certain lifestyles, success, masculinity, coolness, social awareness, self-confidence, prestise and other symbolical meanings. Brand became the object of individual pleasures and coziness, which was continually reproduced by consumers through the somersault of meanings constructed. This paper also demonstrates how the brand relationships intertwined in the symbolic perceptual spaces of consumers through the power of sign-values articulated in various charismas. Sign-values came to alienate subject from the real object, lived in the brand’s womb and then breeding in the domain of consumer’s signification. This study has implication on the development of brand communications theory in the perspective of media and cultural studies.