Consuming Midnights: Indonesian Youths’ Stay-Up-Late Lifestyle in Branded Places

B. S. Wijaya

DOI: https://doi.org/10.18848/2327-008X/CGP/v17i01/17-30

Abstract

This article inquires into the meanings associated with urban youths’ stay-up-late lifestyle in 24-hour branded cafés and convenience stores. These branded places are spreading now, in both big and small cities of Indonesia. Providing free Internet access and cozy sitting spots, they are a magnet for youths, who crowd up there with their “work gadgets,” such as laptops and smartphones or sometimes just chat with friends through the night, consuming snacks and beverages. Using a qualitative approach, we observed and interviewed some informants and found that the stay-up-late lifestyle for urban youth is a form of insomniac expression for worldly pleasure and the desire to succeed, intertwined with a workaholic identity construction. These personal discourses are inseparable from the media and social discourse that develops within the community.

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Cite this article (7th APA style): Wijaya, B. S. (2021). Consuming Midnights: Indonesian Youths’ Stay-Up-Late Lifestyle in Branded Places. International Journal of Interdisciplinary Cultural Studies, 17(1), 17-30. https://doi.org/10.18848/2327-008X/CGP/v17i01/17-30

Posted by komunikasiana in Budaya Komunikasi, Budaya Populer, Hasil Riset Komunikasi, Ide-ide Topik Penelitian Komunikasi, Industri/bisnis komunikasi, Kajian Budaya (Cultural Studies), Kajian Konsumen (Consumer Studies), Kajian Media (Media Studies), Kajian Merek (Brand Studies), Komunikasi Antarbudaya, Komunikasi Bisnis, Komunikasi Diskursif, Komunikasi Ekspresi, Komunikasi Merek, Komunikasi Pemasaran, Komunikasi Sosial, Teori-teori Komunikasi Tags: article, Branding, Consumer, Fenomena Unik, inspirasi, journal, Konsep Baru, New Insight, New Theory, Riset Baru, Temuan Baru