Postmodern Lifestyle Construction
Norman Fairclough Discourse Analysis on Journal Website Content www.maternaldisaster.com
- https://doi.org/10.2991/assehr.k.210617.019How to use a DOI?
- postmodern, discourse, media
The problem is increasingly postmodern developing, where the flow of media consumption develops simultaneously from production to reproduction. The dynamics of media consumption and popular culture become such a subculture identity in the realm of social order. This study aims to describe the postmodern lifestyle discourse in representing brand identity. The research method used is a qualitative method with a constructivist paradigm. The analytical technique used in this study is Norman Fairclough Critical Discourse Analysis using three levels of analysis, namely, discourse practice and sociocultural practice. The results show that the postmodern lifestyle discourse by the horror discourse can be seen as an expressive form of the brand. By taking the fragmentation reference of ideas from discourse popular culture of postmodern horror films, such as the concept of hyperreality and hybridity from popular culture to being making innovation and creativity in the development of a streetwear product business. The Text discourse is a form of film media consumption that is then re-discouraged through their media platforms. So that brand activity in consuming the film culture is a way of forming differentiation and alternatives.
- © 2021, 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 - Mohammad Iqbal Maulana AU - Aning Sofyan AU - Kiki Zakiah PY - 2021 DA - 2021/06/19 TI - Postmodern Lifestyle Construction BT - Proceedings of the Social and Humanities Research Symposium (SORES 2020) PB - Atlantis Press SP - 85 EP - 95 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210617.019 DO - https://doi.org/10.2991/assehr.k.210617.019 ID - Maulana2021 ER -