KONSUMERISME PADA BATIK DALAM PERSPEKTIF IDENTITAS, KOMODITAS, DAN GAYA HIDUP

Indonesia

Abstract

Batik is an Indonesian cultural heritage recognized by UNESCO as an Intangible Cultural Heritage. The development of batik in Indonesia has received government support through initiatives such as intellectual property clinics and collaborations with local governments. Technological advancements have also allowed for the creation of batik motifs through printing techniques. However, these advancements have had an unintended consequence: batik has become entangled with the fast fashion industry. As a result, there has been a shift in the production and consumption of batik, leading to increased demand, impulsive consumption, and rapid changes in batik fashion trends. This, in turn, has had an impact on the traditional high culture associated with batik. Despite these challenges, batik remains a symbol of pride and continues to be popular as a cultural identity among the public.

Keywords: batik, cultural identity, commodity, lifestyle, fast fashion, consumerism