Technological Determinism: The Hallyu Phenomenon in Indonesia (Lifestyle and Consumption of the Hallyu Fan Community)

Abstract

The rapid development of information and communication technology media has helped spread Hallyu in the world, including Indonesia.Hallyu as popular or global culture is inseparable from the consumption behaviour and determination of the mass media towards the public who act as consumers.Lifestyle and public consumption of South Korean products are some of the impacts of the Hallyu phenomenon.Using McLuhan's Theory of Technological Determinism and Jean Baudrillard's Consumption Society Perspective, this study aims to determine the lifestyle and consumption of the Hallyu fan community in Indonesia.The research method is literature study using secondary data.The results of the study indicate that the Hallyu phenomenon in Indonesia is inseparable from the trends created by popular culture and disseminated through information and communication technology media which ultimately have an impact on the lifestyle of the Hallyu fan community in Indonesia.This makes the Hallyu fan community a consumption society.As a consumption society, individuals accept their identity in relation to others not from who and what they do, but from the signs and meanings they consume, possess, and display in social interactions.This shows that humans form tools to communicate, and finally the communication tools created and used by humans shape or influence human life itself.Thus, technology has not only changed the world, but has also succeeded in changing humans, where technology makes humans not as actors but as objects.

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