Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)

Image and Cultural Taste of Consumption of Gender Products in ‘Non-Binary’ Gender

Authors
M.S. Aisyah Luna*, lunasutisna@gmail.com
Communication and Media Studies, Universitas Airlangga, Surabaya, Indonesia
Akhmad Irhamibaswedanirhami@gmail.com
Linguistic Studies, Universitas Airlangga, Surabaya, Indonesia
Corresponding Author
M.S. Aisyah Lunalunasutisna@gmail.com
Available Online 29 November 2021.
DOI
https://doi.org/10.2991/assehr.k.211121.047How to use a DOI?
Keywords
Gender; Consumption; Postmodernism; Non-biner
Abstract

The culture of consumption and postmodernism that is applied everyday causes an interpretation of self-identity and lifestyle. In this postmodern era, there have been emerging thoughts that are reconstructing existing thought patterns, including the culture of consuming gender. This Consumer Culture raises the pros and cons for consumers because of the emergence of incompatibility with their gender. Segmentation of gender raises certain interpretations of product identity. But for non-binaries, this phenomenon has a different effect, whereby a person can use products of different types of gender. This research aims to investigate the images and feelings of non-binaries who buy products that represent their gender expression because now products with support unisex or non-binary. Researchers have interviewed non-binary volunteers about things in their environment about the reasons they are comfortable being referred to as non-binary, public reaction to them, considerations in the selection of goods, their feelings after buying a product, then how they react to their environment after learning about products that are opposite of their gender, and their expectations of gender awareness of the products they use. Researchers found from interviews that a postmodernist impact on gender deconstruction that integrates with a consumer culture that can cause euphoria of its own and cause a reaction to gender deviations in the public.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 November 2021
ISBN
978-94-6239-460-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.211121.047How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - M.S. Aisyah Luna
AU  - Akhmad Irhami
PY  - 2021
DA  - 2021/11/29
TI  - Image and Cultural Taste of Consumption of Gender Products in ‘Non-Binary’ Gender
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 199
EP  - 202
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.047
DO  - https://doi.org/10.2991/assehr.k.211121.047
ID  - AisyahLuna2021
ER  -