Komodifikasi Kain Tenun Songket Bali Di Tengah Perkembangan Industri Kreatif Fesyen Di Denpasar

ABSTRACT The purpose of this study is to discuss the phenomenon of commodification Songket Bali in the rapid growth of creative fashion industry context. The issues raised in this study were: (1) What is the forms of commodification Songket Bali? (2) Why did the commodification of Songket Bali occure?, And (3) What is the impact and meaning of commodification Songket Bali? This study used qualitative interpretative methods, in which it was applying Cultral Studies theories, namely: 1) Commodification Theory, 2) Social Change Theory, 3) Semiotic Theory and 4) Post Modern Aesthetic Theory. Primary data obtained through field observations and in-depth interview. Meanwhile secondary data obtained through the references study. . The results showed that the commodification of Songket Bali stated in motif, color, design, traditional technique grip and marketing. Commodification of Songket Bali occurred in which the Bali society structure changed from agrarian to industrialists. The economic leverage of Balinese correlates to the increase in domestic consumption of symbolic products like fashion. Another factors involved in are the level of education, the influence of media and globalization, and the development of tourism and creative fashion industry in Bali. Socio-culturally, commodification of Songket Balinese related to the culture of consumption trend among the Balinese. While economically, it was is an opportunity to increase income for communities through the multiplier effect created by the creative fashion industry. In linguistically commodification of Songket Bali expanded the meaning included profane sacred meaning, egalitarian meaning, well-being meaning, creativity meaning, sustainability meaning, identity meaning, and aesthetics meaning. Keywords: Commodification of Songket Bali, Fashion, Creative Industrie

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