KONSTRUKSI GAYA HIDUP MINIMALIS PEKERJA SCBD DI MEDIA SOSIAL

(Studi Netnografi Pada Akun Tiktok @Budakcorporate)

Abstract

The emergence of a minimalist lifestyle in Indonesia has become increasingly popular in recent
years. This research was conducted with the aim of analyzing the construction of a minimalist
lifestyle and how to build an image as an SCBD worker in video content uploaded by the tiktok
account @budakcorporate. The use of qualitative methods with a netnographic approach was
carried out in July-December 2022. The minimalist lifestyle is basically a trend that aims to
suppress consumerism. However, the content uploaded by the Tiktok account @budakcorporate
shows that a minimalist lifestyle still involves consumerism depending on what the individual or
perpetrator emphasizes. The implication is that there is a shift in the meaning of the minimalist
lifestyle definition itself, from a concept of simplicity to a lifestyle that leans towards consumerist
values.