| Summary: | This research is motivated by consumerism of social media users in Indonesia
which is continue to more increasing now. Desire is the element cause consumerism
of social media users in Indonesia more increase. Another desire of social media
users is play an important role at the act of consumerism, not only based on our
personal desire. Therefore, the authors here tried to explore more about the
consumerism of social media users in Indonesia from analysis of desire concept
Gilles Deleuze. This research want to shows how the impact of desire on the
consumerism of social media users in Indonesia.
This research is library research. This research uses qualitative philosophy
method. Primary and secondary sources obtained from literature research, both from
the book and another research. The methodical elements are used according to the
methodology of philosophy research is: description, analysis, interpretation, kohern
intern, and personal reflection.
The result of this research shows that desire is an important element that can
affect users of social media in Indonesia to do a consumerism. The one desire of
social media users in Indonesia is plugged into another desire, that because desire
move like a machine which always connected. Human desire have an effect to make a
human to be different and unique. Satisfied the human desire with an action to always
consume. Social media users in Indonesia no longer see the need and function, but
rather look at the meaning brought by the goods. To show the human identity. Desire
is revolutionary and free. Capitalism was an instrumental point in organizing the
desire of social media users in Indonesia to be able to move freely and revolutionary,
but still stay within the rules of capitalism who want sustainability consumerism.
Capitalism always creates a new product that never satisfy social media users desire.
Consumerism make a human desire possible to toward a schizophrenia. But, the
assumption if desire is able to out from capitalism such as Deleuze expected, is
unreachable. Desire just be able to reach the schizophrenia, or the situation where the
meanings brought by one desire is overlap a meaning of the another desire.
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