Visual Commodification: Symbolic Representation Of Materiality And Aesthetics In Contemporary Coffee Culture (A Case Study Of Purwokerto, Central Java)
Abstract
ABSTRACT
This research investigated the socio-cultural phenomenon of the cappuccino conquest in Purwokerto by exploring how specific aesthetic elements facilitate the raise of modern coffee shop. Utilizing Roland Barthes’ semiotic approach and Fredric Jameson’s concept of commodity aestheticization, the study identified serving equipment (ceramic cups) and visual appearance (latte art) as the two primary factors constructing the image of cappuccino as a luxurious, aesthetic, and modern commodity. These elements are the "myths" that shifted consumer interest from the beverage's use value to its sign value. Contemporary coffee consumption becomes a tool for expressing modern identity, knowledge, and social status. Consequently, this aestheticization has marginalized the local coffee craft, kopi clebek, and led to the neglect of local Banyumas robusta beans in favor of standardized beans from outside regions like Temanggung or Malang. It was concluded that the cappuccino conquest in Purwokerto is a realized cultural shift. Highlighting an urgent need for local government intervention to protect and promote indigenous coffee heritage.
Keywords: Aesthetics, Cappuccino, Culture, Luxury, Modern
ABSTRAK
Penelitian ini mengkaji fenomena sosial-budaya berupa “penaklukan” cappuccino di Purwokerto dengan menelusuri bagaimana elemen estetika mendorong pertumbuhan kedai kopi modern. Menggunakan pendekatan semiotika Roland Barthes dan konsep estetikasi komoditas Fredric Jameson, studi ini mengidentifikasi bahwa peralatan saji (cangkir keramik) dan tampilan visual (latte art) merupakan dua faktor utama yang membentuk citra cappuccino sebagai komoditas mewah, estetis, dan modern. Elemen-elemen ini menjadi "mitos" yang menggeser minat konsumen dari yang semula fokus pada nilai guna minuman, menjadi fokus pada nilai simbolik. Di masa kini, konsumsi kopi telah menjadi alat untuk menunjukkan identitas modern, wawasan, serta status sosial seseorang. Fenomena estetikasi kopi modern membuat sajian kopi lokal Banyumas yaitu kopi clebek mulai terlupakan. Biji kopi robusta asli Banyumas juga terabaikan oleh kedai kopi modern karena mereka lebih suka menggunakan biji kopi dari luar daerah seperti Temanggung atau Malang. Penelitian ini menyimpulkan bahwa fenomena "penaklukan” cappuccino melalui kedai kopi modern di Purwokerto adalah bentuk nyata dari pergeseran budaya. Hal ini merupakan sinyal peringatan bagi pemerintah daerah untuk melindungi dan mempromosikan kerajinan kopi dan komoditas biji kopi lokal.
Kata kunci: Estetik, Cappuccino, Budaya, Mewah, Modern
Keywords
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