Consumption and Nationalism of Indonesia: Between Culture and Economy

Abstract

Abstract-By consuming domestic products, nationalism reflects the opportunities for locals to compete with globals. This logic may suit the economic perspective, but not the socio-cultural view. The problem is attaching nationalism to consumption. People are persuaded to consume domestic goods more often, only to be perceived as better nationalists. In the nationaleconomic frame, various markets have been driven to "nationalistic consumption" which pushes people to consumerism. Nationalism which at first indicates 'devotion to own nation's values' has been reduced into 'consuming Indonesian products' as seen in shifted jargon from 'Aku Cinta Indonesia' to 'Aku Cinta Produk Indonesia.' In the nationalcultural frame, nationalism as identity value is sold for consumption enhancement and consumerism promotion. Nationalism is no longer considered as ideal values of culture, identity, or heroic devotions, but measured from marketing strategy of consumed domestic commodities. This paper would like to examine the problem of nationalism among today's consumptions. Qualitative method is used to show how consumption has come towards nationalism. In conclusion, nationalism is attached to consumerism today. As economic perspectives expand, the act of consuming local products follows also means to participate more in nationalism.