AKTIVISME DAN KAPITALISME DIGITAL: KONSTRUKSI BRANDING WARUNG KOPI MELALUI INSTAGRAM
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Abstract
Berkembangnya teknologi digital dan demokratisasi di berbagai aspek kehidupan di Indonesia saat ini telah mendorong pesatnya gerakan sosial, budaya maupun politik di ruang publik. Salah satunya adalah bermunculannya warung kopi sebagai tempat berkumpul, menyuarakan pendapat, dan mendiskusikan berbagai permasalahan. Studi kasus penelitian ini adalah bisnis warung kopi yang mengasosiasikan diri dengan aktivisme dan seiring dengan penciptaan tren konsumsi dan gaya hidup kelas menengah urban. Fenomena tersebut tidak terlepas dari wacana third wave coffeee yang sedang menarik perhatian dan minat para aktivis untuk menghubungkan specialty coffee dengan pemberdayaan petani dan pengembangan bisnis skala mikro. Dalam masyarakat jejaring (the network society) saat ini, banyak di antara para pengelola bisnis warung kopi menggunakan media sosial sebagai sarana untuk membangun jejaring dan promosi. Media sosial menjadi salah satu media promosi yang strategis karena menawarkan efektifitas dalam menyampaikan gagasan aktivisme serta kepentingan bisnis sekaligus. Artikel ini membahas bagaimana bisnis warung kopi mengasosiasikan diri dengan dunia aktivisme dan memosisikan branding mereka melalui media sosial Instagram. Penelitian ini menggunakan pendekatan Cultural Studies, dan dilakukan dengan menggabungkan metode digital etnografi dan metode analisis tekstual. Tiga akun Instagram, @kopikultur, @kopikintamani dan @kedaikopi_kalimetro, dianalisis untuk mendiskusikan kompleksitas konstruksi branding warung kopi dalam kaitannya dengan isu identitas gerakan, transformasi sosial, dan kepentingan ekonomi. Hasil penelitian menunjukkan bahwa konstruksi branding warung kopi di Instagram memuat adanya upaya penciptaan transformasi sosial melalui aktivisme konsumen serta artikulasi identitas gerakan dalam rangka akumulasi kapital sosial dan simbolik.
The development of digital technology and democratization of various aspects of life in Indonesia today has encouraged rapid social, cultural and political movements in public forum. One such example is the emergence of coffee shops as a place to gather, voice opinions, and discuss various issues. The case study of this research is a coffee shop businesses associating themselves with activism and going hand in hand with the consumption trends and lifestyle of the urban middle class. This phenomenon is inseparable from the discourse of third wave coffee which is attracting the attention and interest of activists to connect specialty coffee with the empowerment of farmers and micro-scale business development. In current network society, many coffee shop business managers use social media as a mean to build networks and for promotions. Social media is a strategic promotion media for its effectiveness in conveying activism ideas along with business interests. This article discusses how coffee shop businesses associate themselves with activism and position their branding through Instagram. This study used Cultural Studies approach, and was carried out by combining digital ethnographic method and textual analysis method. Three Instagram accounts, @kopikultur, @kopikintamani and @kedaikopi_kalimetro, were analyzed to discuss the complexity of the coffee shop branding construction in relation to issues of movement identity, social transformation, and economic interests. The result showed that the construction of a coffee shop branding on Instagram carries along an effort to create social transformation through consumer activism as well as the articulation of movement identity in the context of the accumulation of social and symbolic capital.
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