Tren ngopi di Jakarta: Analisis rekomendasi kedai kopi pada akun Instagram
DOI:
https://doi.org/10.22219/satwika.v6i2.21740Keywords:
Hegemoni maskulinitas, Instagram, Kedai Kopi, Tren, UrbanAbstract
Berdasarkan rekam jejak digital, jumlah kedai kopi di Jakarta mengalami peningkatan sejak tahun 2015. Peningkatan ini menjadi indikasi bahwa kedai kopi bukan hanya dijadikan sebagai tempat untuk menikmati kopi melainkan untuk bertemu teman, mengerjakan tugas, maupun untuk sekedar berfoto. Kedai kopi dijadikan sebagai ruang yang merepresentasikan tren pada gaya hidup urban. Artikel ini bertujuan untuk menganalisis tren ngopi di Jakarta, Bogor, Depok, Tangerang dan Bekasi dengan menyelidiki unggahan konten rekomendasi kedai kopi dari akun Instagram @jakartacoffeespot. Dengan menganalisis secara tekstual 262 unggahan @jakartacoffeespot dalam kurun waktu 2 tahun terlihat pola penamaan dengan campuran Bahasa Indonesia dengan bahasa asing yang menegaskan interaksi budaya global-lokal. Selain itu, hasil analisis menunjukkan hegemoni maskulinitas yang diartikulasikan melalui desain industrial dan warna gelap yang mendominasi gaya arsitektur kedai kopi di Jakarta dan sekitarnya pada kurun waktu 2019-2021. Dua temuan penelitian ini memperlihatkan identitas penduduk urban yang multikultural dan didominasi oleh karakteristik maskulinitas.
Based on digital track records, the number of coffee shops in Jakarta has increased since 2015. This is an indication that coffee shops are not only used as a place to enjoy coffee but a place to meet friends, do assignments, or just take pictures. Coffee shops are used as a space that represents trends in urban lifestyles. This article aims to analyze coffee trends in Jakarta, Bogor, Depok, Tangerang, and Bekasi by investigating the uploads of coffee shops recommendation contents from the @jakartacoffeespot Instagram account. By using textual analysis, 262 uploads of @jakartacoffeespot within a period of 2 years are analyzed. It is found that there are patterns of coffee shops’ naming using a combination of Indonesian and foreign languages. This emphasizes global-local culture interactions. In addition, the analysis also shows the hegemonic masculinity which is articulated through industrial designs and dark colors that dominate the architectural style of coffee shops in Jakarta and its surroundings in the 2019-2021 period. The findings of this study show that urban societies are multicultural and dominated by masculinity characteristics.
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