Konsumerisme Dan Kelas Sosial Dalam Majlis Perkahwinan Masyarakat Melayu (Consumerism and Social Class Wedding in the Malay Society)
Abstract
Majlis perkahwinan mempunyai signifikan dalam kehidupan orang Melayu sehingga menyebabkan kepenggunaan dalam perlaksanaannya menjadi komoditi perdagangan. Kepenggunaan dalam majlis perkahwinan telah mengalami evolusi dan mewujudkan kelas sosial. Oleh itu, kajian ini dijalankan untuk membincangkan sejauh mana komoditi yang digunakan memberi kesan ke atas kelas sosial orang Melayu. Artikel ini bertujuan pertama, mengetahui kepenggunaan dalam perkahwinan impian orang Melayu. Kedua, menjelaskan hubungan kepenggunaan dengan kesedaran kelas sosial. Dapatan kajian ini dianalisis menggunakan pendekatan kualitatif melalui kaedah temu bual mendalam ke atas 12 pengantin perempuan yang telah melaksanakan majlis perkahwinan mereka di Kampung Melayu Seri Wira Damai, Kuala Lumpur. Soalan temu bual adalah berkaitan dengan kepenggunaan berdasarkan Teori Konsumerisme. Hasil kajian mendapati kepenggunaan perkahwinan orang Melayu mengambil kira konsumerisme seperti tema perkahwinan, lokasi perkahwinan, kanopi perkahwinan, barang hantaran, cenderamata perkahwinan, inai dan kad perkahwinan. Seterusnya, kepenggunaan dalam majlis perkahwinan impian adalah untuk meningkatkan kesedaran kelas sosial pengantin di dalam masyarakat. Tahap kewangan mempengaruhi perkahwinan impian dalam meningkatkan kesedaran kelas sosial. Perkahwinan impian orang Melayu telah membentuk budaya konsumerisme. Ia dikaitkan dengan aktiviti konsumsi yang dipengaruh oleh elemen yang penting iaitu golongan kapitalis dalam mencipta pasaran baharu bagi mendidik pengguna menjadi pengguna tegar dan impian untuk mendapatkan sesuatu komoditi dalam membentuk majlis perkahwinan impian. Keseluruhanya kepenggunaaan komoditi dalam melaksanakan majlis perkahwinan mempengaruhi peningkatan kesedaran kelas sosial.
Kata kunci: Perkahwinan Impian, Kelas Sosial, Konsumerisme, Komoditi, Orang Melayu
Abstract
Wedding ceremony is significant in the life of Malay people, resulting in the execution of consumerism in commodity trade. Consumerism in wedding has evolved and created a social class. Therefore, this study was conducted to see how far the commodity used affects the social class of the Malays. In the first place, this article focuses on consumerism in the dream wedding of the Malays. Second, it explains the relationship between consumerism and awareness of the social class. The data were analysed using a qualitative approach through an in-depth interview with 12 brides who performed their wedding ceremony in Kampung Melayu Seri Wira Damai, Kuala Lumpur. The interview questions are relevant to consumers based on Consumerism Theory. The study found that consumerism in Malay wedding regards consumerism as wedding theme, wedding location, wedding canopy, the gifts, wedding gifts, henna and wedding cards. Next, the goal of the dream wedding ceremony is to raise awareness of the social class of the bride in the community. Financial level influences the dream wedding by raising awareness of the social class. Dream wedding of Malay is a culture of consumerism. It is linked to the consumption activities influenced by the essential elements of the capitalists in the creation of new market to educate consumers to be persistent consumers and to the dream of acquiring a commodity in shaping their dream wedding ceremony. Overall, the use of commodities in conducting a wedding has had animpac t on social class awareness.
Keywords: Dream wedding, Social class, Consumerism, Comodity, Malay
Full Text:
PDFReferences
Alfarabi, Antar Venus, Nuryah Asri Syafirah & Noor Efni Salam. 2019. Elite Lokal dan Upaya Pembentukan Wajah Baru Identitas Melayu di Indonesia Pascareformasi. Akademika 89 (3): 143-154.
Aishah@Eshah Haji Mohamed, Sulong Mohamad & Haziyah Hussain. 2010. Makanan hantaran dalam perkahwinan orang Melayu Kelantan: Adat dan interpretasi. Jurnal e-Bangi 5 (1): 103-115.
Anafiah Omar. 1995. Imej Wanita dalam Iklan: Tumpuan kepada Majalah Her World dan Wanita. Kuala Lumpur: Penerbit Universiti Malaya.
Argyrou, V. 1996. Tradition and Modernity in the Mediterranean: The Wedding as Symbolic Struggle. Cambridge: Cambridge University Press.
Barnes, B. & Yamamoto, M. 2008. Exploring international cosmetics advertising in Japan. Journal of Marketing Management 24 (3): 299‒316.
Baudrillard, Jean. 2013. Masyarakat Konsumsi. Yogyakarta: Kreasi Wacana.
Black, J.A. & Champion, D.J. 1976. Methods and Issues in Social Research. New York: Wiley.
Britton, A.M. 2012. The beauty industry’s influence on women in society. United States: University of New Hampshire.
Casimiro, T.M., Henriques, J.P., Filipe, V., Simões, S. 2020. Mobility and Identities: The Case of the So-Called African Pots from Lisbon (Portugal). International Journal of Historical Archaeology 24 (1): 79-94.
Dila Dellila. 2005. Majlis kahwin dahulu sederhana, kini glamor. http://virtualfriends.net/ article/printablepage.cfm?AID=22032 [Tarikh Capaian: 2 Mei 2019].
Dhiya’zulhilmi Daud & Farizwan Hasbullah. 2014. Kad kahwin 'cita rasa' gen-Y. Utusan Malaysia, 1 Disember.
Douglas, M. & Isherwood, B. 1980. The world of goods. Dlm. Feathertsone, M. (pnyt.). Consumer Culture and Postmodernism. London: Sage Publication.
Edwards, W. 2006. The commercialized wedding as ritual: A window on social values. Journal of Japanese Studies 13(1): 51-78.
Fatimah Abdullah. 2009. Dari Halaman Rumah ke Dewan Merak Kayangan: Upacara Perkahwinan Melayu Bandar. SARI (27): 97 – 107.
Featherstone, M. 1991. Consumer Culture and Postmodernism. London: Sage Publications.
Farrell, Z. 2020. The Materiality of Marriage in the Artisan Community of Renaissance Verona. Historical Journal 63 (2): 243-266.
Firdha Nurmalasari, Hj. Suharty Roslan, & Ambo Upe. 2019. Konstruksi Media Sosial Terhadap Perilaku Konsumtif Di Kalangan Pelajar SMA Negeri 4 Kendari. Jurnal Neo Societal 4(3): 827-843.
Gell, A. 1986. Newcomers to the world of goods. Consumptions among the Muria Gonds. Dlm. Appadurai, A. (pnyt.). The Social Life of Things: Commodities in Cultural Perspective. Cambridge: Cambridge University Press.
Hsieh, M.H., Pan, S.L. & Setiono, R. 2004. Product-corporate and country image dimensions and purchase behavior: A multicountry analysis.
Journal of the Academy of Marketing Science 32(3): 251–270.
Juani Munir Abu Bakar. 2011. Ikut syariat atau ikut hati. Utusan Malaysia, 15 Febuari:
Levi Mayang Pramudita & Samsudin A. Rahim. 2011. Periklanan internet: Faktor pendorong yang merangsang pembelian produk kecantikan. Jurnal Komunikasi, Malaysian Journal of Communication 27 (1): 1-17.
Lim, E.-J., Kim, G.-R., & Joung, S.-H.2019. Ethical consumerism in global perspective: generalized linear model of interactions between individual-level predictors and country-level affluence. Asia Life Sciences (1): 501-514.
McCartney Gerry, Mel Bartley, Ruth Dundas, Srinivasa Vittal Katikireddi, Rich Mitchell, Frank Popham, David Walsh & WelcomeWami. 2019. Theorising social class and its application to the study of health inequalities. SSM - Population Health 7:1-7.
McGinnis, S.L. 2003. Cohabiting, dating and perceived costs of marriage: A model of marriage. Journal of Marriage and Family 65(1): 105-116.
Mensch, B.S., Singh, S. & Casterline, B.J. 2005. Trends in the timing of first marriage among men and women in the developing world. Policy research division. The Population Council: 15-26.
Meneley Anne. 2018. Consumerism. Annual Review of Anthropology 47:117–132
Mohd Aqmin Abdul Wahab, Hazrul Izuan Shahiri, Mustazar Mansur & Mohd Azlan Shah Zaidi. 2018. Kos Sara Hidup Tinggi di Malaysia: Pertumbuhan Pendapatan Isi Rumah yang Perlahan atau Taraf Hidup yang Meningkat? Jurnal Ekonomi Malaysia 52(1):117 – 133.
Mohd Taib Osman. 1988. Kebudayaan Melayu Dalam Beberapa Persoalan. Kuala Lumpur: Dewan Bahasa dan Pustaka.
Mohd Zubair Bin Mohd Hairudin. 2018. Konsep Mahar Dan Hantaran Menurut Perspektif Al-Sunnah: Kajian Terhadap Kitab Sahih Bukhari Bab Nikah. Tesis Sarjana Muda: Kolej Universiti Islam Antarabangsa Selangor.
Muhamad Rafiq Abdul Rahman. 2011. Mengapa mereka kahwin lewat. Dewan Masyarakat 41-47.
Muhammad Abdullah @ Ab Shatar. 2011. Kenduri kahwin bukan medan tunjuk hebat. Berita Harian, 15 Disember.
Nik Nazmi Nik Ahmad. 2010. Mendepani Zaman Melayu untuk abad ke-21. Shah Alam: Marshall Cavendish Edition.
Nor Hayati Sa'at, Ibrahim Mamat & Wan Mohd Zaifurin Wan Nawang. 2017. Pola Perubahan Sosiobudaya dan Mobiliti Sosial dalam Kalangan Komuniti Muara di Pantai Timur Semenanjung Malaysia. Akademika 87 (3) :163-176.
Norhuda Salleh. 2017. Ritual Dan Simbol Dalam Adat Perkahwinan Masyarakat Melayu Sekinchan, Selangor. Disertasi. Kuala Lumpur: Akademi Pengajian Melayu Universiti Malaya,
Omar Yusoff, Noriah Mohamed, Abdul Jalil Ramli & Zainab Ahmad. 2013. Pemikiran dan Falsafah Adat Resam Perkahwinan Jawi Peranakan Pulau Pinang. Journal of Human Development and Communication 2: 141–159.
Patlagaen, E. 1996. Families and kinship in Byzantium. Dlm. Andre´. Burguie`re, Christiane Klapisch-Zuber, Martine Segalen, and Franc¸oise Zonabend (pnyt.). A History of the Family of Distant Worlds, Ancient Worlds. Cambridge: Polity Press.
Reese, J. 2020. Institutional change and the limitations of consumer activism. Palgrave Communications 6 (1): Article 26.
Rokiah Ismail. 2008. Cabaran pembangunan dilema persekitaran. Prosiding Persidangan Kebangsaan Pusat Pengajian Sosial, Pembangunan & Persekitaran: 20-45.
Satoshi, K. 1955. Wedding extravaganzas in Japan. Japan Quarterly 32: 168-173.
Shaliza Dasuki, Fazlina Mohd Radzi, Nurkhazilah Idris & Nur Hasliza Abdulah. 2015. Perkembangan Budaya Popular dan Perubahan Sosio-Budaya Masyarakat Pasca Moden: Adaptasi Budaya Asing Dalam Perkahwinan Melayu. Kertas Seminar.
Shamsul Azahari Zainal Badari, Ahmad Hariza Hashim, Mohamad Fazli Sabri, Mohd Amim Othman, Normaziah Zulkifli & Farhan Mat Arisah. 2015. Tingkahlaku Pembelian Dalam Kalangan Pengguna Baru Di Malaysia Dan Perbandingannya Dengan Negara Maju. 19th MACFEA National Seminar 2015 (MACFEA2015), 19-20 Nov. 2015, Palm Garden Hotel, IOI Resort City, Putrajaya, Malaysia: 426-446.
Singerman, D. & Barbara, I. 2001. The cost of marriage in Egypt: A hidden variable in the new Arab demography. The New Arab Family, Cairo Papers in Social Science 24: 80-116.
Siti Aisyah Panatik & Abdul Rahman. 2004. Faktor-faktor gaya pembuatan keputusan dalam pembelian barangan di kalangan pengguna. Jurnal Teknologi 41(1): 73–91.
Siti Fairuz Mohd Yusof & Nor Hayati Sa’at. 2019. Antara Tradisi dan Pembangunan dalam Konteks Perubahan Sosiobudaya Komuniti Muara. Akademika 89(3): 27-39.
Siti Zaleha Ibrahim, Phayilah Yama & Hasliza Talib. 2018. Hantaran Kahwin Dalam ‘URF Perkahwinan Melayu: Satu Kajian Dari Sudut Fiqh Kontemporari. e-Prosiding. Persidangan Antarabangsa Sains Sosial dan Kemanusiaan. PASAK3. 23-24 April. Kolej Universiti Islam Antarabangsa Selangor.
Smock, J.P., Wendy D.M. & Meredith, P. 2005. Everything's there except money: How money shapes decisions to marry among cohabiters. Journal of Marriage and Family 67(3): 680-696.
Southall, H. & Gilbert, D. 1996. A good time to wed?: Marriage and economic distress in England and Wales, I839-1941. Economic History Review 49 (1): 35-37.
Syh Noorul Madihah Syed Husin. 2017. Gelagat Perbelanjaan Perkahwinan Masyarakat Melayu Muslim Menurut Perspektif Syariah. Disertasi. Kuala Lumpur. Akademi Pengajian Islam Universiti Malaya.
Syh Noorul Madihah Syed Husin, Raihanah Azahari & Asmak Ab. Rahman. 2016. Perbelanjaan Perkahwinan Bagi Masyarakat Muslim: Analisis Literatur. Jurnal Fiqh 13: 23-56.
Thomas Jane Boyd & Peters Cara O. 2011. Which Dress Do You Like? Exploring Brides’ Online Communities, Journal of Global Fashion Marketing 2 (3): 148-160.
Timothy Y.L., Joonhyoup, L. & Yoojin C. 2011. A comparative study on Eastern and Western wedding ceremonies in Korean films and Hollywood films. World Academy of Science, Engineering and Technology 53: 32-41.
Umanailo M. 2018. Konsumerisme. University of Iqra Buru.
Volti Rudi. (2004). Reviewed Work: Social Change with Respect to Culture and Original Nature by William F. Ogburn. Technology and Culture 45 (2): 396-405.
Xing Huang. 2006. Nostalgic wedding photography in contemporary China. Ethnologies 28(2): 81-111.
Refbacks
- There are currently no refbacks.
ISSN: 0126-5008
eISSN: 0126-8694