Beban Ganda yang Dialami Asisten Fashion dalam Praktek Cultural Intermediaries:(Studi kasus Department Store X, Yogyakarta).

Nadya Puspitasari , Soeprapto

2015 | Skripsi | Sosiologi

ABSTRACT Recently mall construction is growing in the city of Yogyakarta. Besides bring negative impact (such as: congestion, reduced water absorption, and the displacement of traditional markets and others), mall construction also had a positive impact , one of which is employment. Fulfillment offered by most of the mall is yhe fulfillement of which is closely related to fashion. The condition make the role of fashion assistant is needed to help customers find their fashion needs. Considering the mall as the retail industry is a form of modern capitalism today, means that the impact of capitalism is more felt by society, especially those who work as assistant fashion. So it is important for investigate. Focus of this research is examines the extend to which capitalism led to burden, not only in the context of gender, but also in cultural intermediaries practices to assistant fashion, gains and losses as risk, and to know how strategy and tactics of resistance carried out the asisten fashion. This research uses qualitative method with case study approach were implemented in one department store inside the mall who located in Sleman district, Yogyakarta. The selection of informants in this research was done by using purposive sample, informants come from 5 different departements , and different social profile ( age, sex, and social status within the family). It is applied for obtain valid and balance result. Data collection techniques that are only flashback when researchers are still working as an assistant fashion, free structured interviewing techniques , and documentation. Through regulation appearance, work systems and work assignments fashion assistant , can be seen how the elements of capitalist hegemony is done without knowing assistant fashion. The state made a fashion assistant must face the risk of labor (which can lead to gains and losses), perform resistance, as well as implement the strategy in the search for profit. Relation to gender relations, differences in rational calculation of the necessities of life and material differences have affected the level of consumption, the risk of abuse, and differences tactics in each of sex, although construction internalization into themselves are same consumption. This research resulted conclusion that fashion assistant have a double burden caused by the ocuppational risk by construction of symbolic object. Commodities produced not just product, but product with the brand . Brand have values , symbols, and meanings that affect physically, economy and even mentally to assistant fashion as a person who sell the product. Indirectly it can be called as a form of human exploitation because of occupational risk who developed by the industrial structure of cultural intermediaries. Keywords: Double burden, cultural intermediaries, capitalism, social classes, symbolic value, hegemony, gender relation.

Kata Kunci : Busana; Fashion