Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020)

Sign, Simulation, and Consumption on E-Hailing Application Brand

Authors
Addin Kurnia Putri
Corresponding Author
Addin Kurnia Putri
Available Online 21 December 2020.
DOI
10.2991/assehr.k.201219.084How to use a DOI?
Keywords
artificial intelligence, consumer society, e-hailing application, simulation
Abstract

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.

Copyright
© 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/).

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Volume Title
Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 December 2020
ISBN
10.2991/assehr.k.201219.084
ISSN
2352-5398
DOI
10.2991/assehr.k.201219.084How to use a DOI?
Copyright
© 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  -