Cafe as a Representation of the Lifestyle of the Urban Community

Harun Ahmad (), Endang Sumarti () and Yunita Anas Sriwulandari ()
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Harun Ahmad: IKIP Budi Utomo Malang, Indonesia
Endang Sumarti: IKIP Budi Utomo Malang, Indonesia
Yunita Anas Sriwulandari: IKIP Budi Utomo Malang, Indonesia

Technium Social Sciences Journal, 2022, vol. 33, issue 1, 569-576

Abstract: Cafe is one of the contemporary products that has become an arena of lifestyle battles. Supported by a culture of consumerism and commodity fetishism, the Cafe then transformed into a lifestyle representation of urban society. There are many phenomena that support this thesis. Those who come to the Cafe are not only to fulfill their basic needs (the need to drink coffee), but more than that, which is to show others their existence with all the success they have achieved. Drinking coffee in a cafe with the aim of imaging is the core of the culture of consumerism and commodity fetishism, which Anthony Giddens (1991:198) calls a human identity project.

Keywords: cafe; lifestyle representation; urban society; consumerism; commodity fetishism (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:33:y:2022:i:1:p:569-576

DOI: 10.47577/tssj.v33i1.6851

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