Sign, Simulation, and Consumption on E-Hailing Application Brand
- 10.2991/assehr.k.201219.084How to use a DOI?
- artificial intelligence, consumer society, e-hailing application, simulation
This article outlines a perspective on the role of media in Go-Jek branding as the first e-hailing application in Indonesia. A new innovative technology using artificial intelligence certainly has a specific marketing strategy to attract consumers. Go-Jek creates a space of signs, images, and codes through the marketing media of advertisement targeting the consumer desires, namely, as simulacra concept in Baudrillard’s perspective. Like other brands, Go-Jek creates a play of signs in its media to manipulate consumers’ emotions, so they more likely gain interest in the offered products. Referring to Jean Baudrillard’s post-structuralist media theory, we can observe how Go-Jek branding is a simulation, that is, a process of generating ideal models of an e-hailing service product. The consequences of simulacra-simulation are hyperreality, the loss of profound reality which is replaced by the reality resulting from model manipulations. This article also discusses Paul Virilio’s critique of Baudrillard’s simulation concept. On Virilio’s perspective, a simulation is not an erasure of reality but a substitution, where technological reality has replaced the role of humans. Virilio believes that reality does not disappear, but is moved aside by another model of reality, which is virtual reality. Nevertheless, both Baudrillard and Virilio offer an inertia concept, where individuals are surrounded by signs in their daily life, including the Go-Jek advertisements as the scope of this study. Technology has compressed time and space to make communication between a brand and consumer possible anywhere and anytime, with advertisements, as a sign implosion.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Addin Kurnia Putri PY - 2020 DA - 2020/12/21 TI - Sign, Simulation, and Consumption on E-Hailing Application Brand BT - Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020) PB - Atlantis Press SP - 554 EP - 558 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201219.084 DO - 10.2991/assehr.k.201219.084 ID - Putri2020 ER -