KEBUDAYAAN PASCA-DIGITAL DAN PASIFIKASI MAL DALAM FAKULTAS EKSISTENSIALNYA

Faudyan Eka Satria, Triyan Rahayu Priyastowo

Abstract

Due to the Covid-19 pandemic, the mobility restrictions policy has a cultural change in several sectors, such as shopping. We can see how people use digital devices in their shopping activities: communicating, constructing trust, and even entertainment. At that point, spending in urban areas like malls underwent its existential transformation. Previously, the mall was positioned as a place to shop-beside and show the 'existence' of several people. On the other corner, there are concerns that the mall is actually 'threatened' because of people's ease of transacting through digital platforms; Why waste energy on the street, struggling to face queues in parking lots or payment counters while digital platforms can sum it all up?. This article is a conceptual study, adapting the Heideggerian distinctive existential-phenomenological method, which helps dissect how malls adapt to digitization. It can represent the mall as the immaterial of the post-digital culture. To support the study, we used data on several phenomena related to the existence of malls in Indonesia throughout 2020 to 2021, which, based on our brief search previously, became a milestone of the 'feud' of the essence of shopping through malls versus online platforms. From this, we were finally able to emphasize that in post-digital cultural conditions— a condition in which analogous activity in digital-mall life can find new functions. Instead of being a separate object-let alone marginalized because of the popularity of online-mall stores, it can become an essential new feature for online stores to present a body experience so that people have the opportunity to achieve optimal consumption satisfaction.

 

Keywords: Post-Digital Culture, Cities, Malls, Online Stores

 

Abstrak

Dengan kebijakan pembatasan mobilitas akibat pandemi Covid-19, ada perubahan tatanan kultural manusia dalam banyak sektor, misalnya berbelanja. Wujud perubahan tersebut bisa kita lihat bagaimana kemarakan orang untuk menggunakan perangkat digital dalam rangkaian kegiatan belanja mereka: berkomunikasi, mengkonstruksi kepercayaan, bahkan mendapat hiburan. Pada titik tersebut, tempat pembelanjaan di wilayah kota seperti mal mengalami transformasi eksistensialnya. Sebelumnya, mal diposisikan sebagai tempat berbelanja－disamping juga untuk tempat menunjukkan ‘eksistensi’ sejumlah orang. Di lain sudut, ada kekhawatiran bahwa mal justru ‘terancam’ keberadaannya karena kemudahan orang untuk bertransaksi lewat platform digital; apa fungsi membuang energi ke jalan, bersusah payah menghadapi antrian di tempat parkir ataupun loket pembayaran sedangkan platform digital bisa meringkas itu semua. Artikel ini adalah riset kualitatif yang menggunakan pendekatan studi pustaka. Di dalam hal tersebut, riset ini mengadaptasi metode fenemonologi eksistensial khas Heideggerian yang bermanfaat untuk membedah bagaimana adaptasi mal terhadap digitalisasi. Hal itu mampu merepresentasikan mal sebagai ihwal imaterial dari budaya pasca-digital. Untuk mendukung kajian tersebut, kami mendayagunakan data perihal sejumlah fenomena terkait keberadaan mal di Indonesia sepanjang tahun 2020 hingga 2021, yang berdasarkan telusuran singkat kami sebelumnya menjadi tonggak ‘perseteruan’ esensi berbelanja lewat mal versus platform online. Hasil riset ini lantas menunjukkan bahwa dalam kondisi budaya pasca-digital－suatu kondisi dimana terjadi pasifikasi aktivitas yang bersifat analog dalam kehidupan serba digital－mal dapat menemukan fungsi barunya. Alih-alih menjadi objek yang terpisah－apalagi terpinggirkan lantaran popularitas toko online－mal justru mampu menjadi fitur baru yang esensial bagi toko online untuk menghadirkan pengalaman ketubuhan sehingga orang berpeluang mencapai kepuasan konsumsi yang optimal.

 

Kata Kunci: Budaya Pasca-Digital, Kota, Mal, Toko Online

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DOI: https://doi.org/10.20961/jas.v11i2.57558

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