Proceedings of the Social and Humanities Research Symposium (SORES 2020)

Postmodern Lifestyle Construction

Norman Fairclough Discourse Analysis on Journal Website Content www.maternaldisaster.com

Authors
Mohammad Iqbal Maulana, Aning Sofyan, Kiki Zakiah
Corresponding Author
Mohammad Iqbal Maulana
Available Online 19 June 2021.
DOI
https://doi.org/10.2991/assehr.k.210617.019How to use a DOI?
Keywords
postmodern, discourse, media
Abstract

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.

Copyright
© 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/).

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Volume Title
Proceedings of the Social and Humanities Research Symposium (SORES 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 June 2021
ISBN
978-94-6239-396-7
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.210617.019How to use a DOI?
Copyright
© 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  -