Email this article 
Mengglobalkan Makanan Tradisional Lewat Media Sosial Youtube sebagai Budaya Tandingan (Studi Food Vlogger Nex Carlos sebagai Media Promosi Kuliner Lokal)
Abstract
Globalization is the massive, systematic spread of American culture and its lifestyle throughout the world. The lifestyle of consuming fast food is constructe as a modern, current and global lifestyle through regulatory and deep capture with the sophistication of advertising propagated through communication media. Propaganda messages through communication media make cultural colonization by homogenizing food tastes in the world, so delegitimizes and distorts local food prestige. People no longer see traditional food as cultural identity. This study examines the effectiveness of YouTuber Carlos in popularizing traditional foods to foreign countries. The qualitative descriptive approach with observation, document and literatures reviews and interviews with informants. This study finds that Nex Carlos' Youtube account functions effectively in globalizing local food with well interactive communication and intimate emotional bonds. Para social interaction makes viewers to see food vlogger as role model, counselor, and entertained which eventually leads to recommended adoption. As a cultural product, local culinary consumption been seen as a counterculture to the incessant global fast food propaganda. Social learning about ecological, social and political awareness on food stock availability dubbed as food pedagogy needs to be on the next important agenda for guaranteeing the food sustainability.
Keywords: Food Vlogger, Globalization, Homogenization, Para Social Interaction, Pedagogy of Food
References
Ardrini, D. A. M., Lubis, D., & Utami, N. W. A. (2020). “I want what they’re eating”: College students’ experiences in watching food content on YouTube. Public Health and Preventive Medicine Archive (PHPMA), 8(1), 11–16. https://www.phpmajournal.org/index.php/phpma/article/viewFile/249/412%0A
Aucoin, J. (2019). Virtual Commensality: Mukbang and Food Television. [McGill University, Montreal, Canada]. https://escholarship.mcgill.ca/downloads/k930c256p
Baker, A. (2019). What Is A Vlog – The Real Vlog Meaning & Definition. https://contentcareer.com/blog/what-is-a-vlog-the-real-vlog-meaning-definition/
Belasco, W. (1993). Appetite for Change: How the Counterculture Took on the Food Industry. Cornell University Press, Ithaca.
Blatter, J. (2013). Glokalisasi. Ensiklopedia Britannica. https://www.britannica.com/topic/glocalization
Chen, C. (2021). Does Watching Others Eat In Videos Make You Buy? Food Eating Videos And Their Relationships to Food Purchase. [Concordia University.]. https://spectrum.library.concordia.ca/988071/
Cohen, J. (2014). Mediated relationships and social life: Current Research On Fandom, Parasocial Relationships, And Identification. Media and Social Life: Electronic Media Research, Routledge, London, 142–156.
Comaroff, J., & Comaroff, J. L. (2000). Millennial Capitalism: First Thoughts on a Second Coming. Public Culture, 12(2), 291–343. https://doi.org/https://doi.org/10.1215/08992363-12-2-291
Dal Bó, E. (2006). Regulatory capture: A review. Oxford Review of Economic Policy, 22(2), 203-225. https://doi.org/10.1093/oxrep/grj013
Dorsey, E. R., & Ritzer, G. (2016). The McDonaldization of Medicine. JAMA Neurology, 73(1), 15-16. https://doi.org/doi: https://doi.org/10.1001/jamaneurol.2015.3449
Drane, J. W. (2000). The McDonaldization of The Church: Spirituality, Creativity, And The Future of The Church . Darton Longman & Todd.
Dustin, D. (2016). The McDonaldization of Social Work. Routledge.
ekonomibisnis.com. (2019). Bisnis Restoran Cepat Saji Berpeluang Tumbuh 15%. Ekonomibisnis.Com. https://ekonomi.bisnis.com/read/20190211/12/887488/bisnis-restoran-cepat-saji-berpeluang-tumbuh-15-tahun-ini.
Evelina, L. W., & Safitri, Y. (2021). Utilization of YouTube Social Communication Networking in Establishing Indonesian Street Food Opinion. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 6(1), 44-52. http://jurnal-iski.or.id/index.php/jkiski/article/download/406/122
Flusty, S. (2005). De-coca-colonization: Making The Globe From The Inside Out. Routledge.
Fuhrman, J., & Phillips, R. B. (2017). Fast Food Genocide. How Processed Food is Killing Us and What We Can Do About it. Harper Collins Publishers.
Gasper, E. (2010). Culture, Society & Globalization: Cultural Homogenization Grades5-8. Classroom Complete Press.
Handayani, T. H. W. (2015). Makanan Sebagai Produk Budaya Dalam Menghadapi Persaingan Global. Prosiding Seminar Nasional 2015 “Pengembangan SDM Kreatif Dan Inovatif Untuk Mewujudkan Generasi Emas Indonesia Berdaya Saing Global” Jurusan. https://journal.uny.ac.id/index.php/ptbb/article/download/31911/13577
Hapsari, Z. H. (2019). Pengaruh Review Food Blogger Javafoodie Terhadap Minat Berperilaku Konsumen Kuliner Di Yogyakarta [Universitas Islam Indonesia]. https://dspace.uii.ac.id/bitstream/handle/123456789/13980/Full Tesis.pdf?sequence=1&isAllowed=y
Hartley, D. (1995). The ‘McDonaldization’of Higher Education: Food For Thought? Oxford Review of Education, 21(4), 409-423. https://doi.org/https://doi.org/10.1080/0305498950210403
Hassi, A., & Storti, G. (2012). Globalization and Culture: The Three H Scenarios. Cuadra-Montiel, H. (Ed.). In Globalization-Approaches to Diversity.
Hoffner, C. (2008). Parasocial And Online Social Relationships. Children, Media, and Development, 309–333. https://doi.org/https://doi.org/10.1002/9781444302752.ch14
Howstuffworks.wiki.id. (2021). Cara Kerja Fast Food - Makanan yang Diproduksi Secara Massal. Howstuffworks.Wiki.Id. https://howstuffworks.wiki/id/ilmu/inovasi/inovasi-yang-dapat-dimakan/fast-food1
idntimes.com. (2018). 7 YouTuber Mukbang asal Korea, Bisa Jadi Inspirasi Food Vlogger Nih! Idntimes.Com. https://www.idntimes.com/food/dining-guide/putriana-cahya/7-youtuber-mukbang-korea-1/7
katadata.co.id. (2020). Omzet KFC dan McD Merosot di Tengah Pembatasan Sosial Pandemi Corona. Katadata.Co.Id. https://katadata.co.id/agustiyanti/berita/5e9a41f73c890/omzet-kfc-dan-mcd-merosot-di-tengah-pembatasan-sosial-pandemi-corona
Kellner, D. (1998). Globalization and the Postmodern Turn. In Globalization and Europe. Globalization and Europe.
Kim, J. (2014). The Reinvention of Traditional Cuisine as Counterculture. The Journal of the Korea Contents Association, 14(11), 944–954. https://doi.org/https://doi.org/10.5392/JKCA.2014.14.11
kontan.co.id. (2015). Bisnis penjualan makanan cepat saji turun 5%-10%. Kontan.Co.Id. https://industri.kontan.co.id/news/bisnis-penjualan-makanan-cepat-saji-turun-5-10
kumparan.com. (2018). Ini 5 Alasan Mengapa Fast Food Sangat Digemari. Kumparan.Com. https://kumparan.com/kumparanfood/ini-5-alasan-mengapa-fast-food-sangat-digemari-1535025951813895673/full
Kwik, J. C. (2008). Traditional Food Knowledge: Renewing Culture and Restoring Health. University of Waterloo Ontario Canada.
Lewis B., O. J. K. (2019). Critical Food Pedagogy and Sustainable Development. Sustainability in Higher Education, 45(2), 345–352. https://doi.org/https://doi.org/10.1007/978-3-030-11352-0_253
lokadata.id. (2021, April 2). Makan enak, duit banyak, ini Top 10 Food Vloggers Indonesia. Lokadata.Id. https://lokadata.id/artikel/makan-enak-duit-banyak-ini-top-10-food-vloggers
Lustig, R. H. (2012). Fat Chance: Beating the Odds Against Sugar, Processed Food, Obesity, and Disease. Hudson Street Press.
Lustig, R. H. (2017). The Hacking of the American Mind: The Science Behind the Corporate Takeover of Our Bodies and Brains. Avery.
Mazrui, A. A. (1998). Globalization, Islam, and the West: Between Homogenization and Hegemonization. American Journal of Islam and Society, 15(3), 1–13. https://doi.org/https://doi.org/10.35632/ajis.v15i3.2171
McQuail, D. (2010). Mass Communication Theory, 6th Edition. Sage Publications.
Meigs, A. (1987). Food as a cultural construction. Food and Foodways, 2(1), 341–357. https://doi.org/https://doi.org/10.1080/07409710.1987.9961926
Melluish, S. (2014). Globalization, culture and psychology. International Review of Psychiatry, 26(5), 538–543. https://doi.org/https://doi.org/0.3109/09540261.2014.918873
Miranda, G. L. (2019). Pengaruh Atribut Vlogger Terhadap Content Sharing Intention, Sikap Terhadap Produk Dan Niat Beli (Studi pada penonton food vlog Youtube). UAJY.
Olaniyan, A., & Akpojivi, U. (2021). Transforming communication, social media, counter-hegemony and the struggle for the soul of Nigeria. Information, Communication & Society, 24(3), 422-437.
Parasecoli, F. (2011). Savoring semiotics: food in intercultural communication. Social Semiotics, 21(5), 645–663. https://doi.org/https://doi.org/10.1080/10350330.2011.578803
Pitanatri, P. D. S. (2016). Inovasi dalam kompetisi: usaha kuliner lokal menciptakan keunggulan kompetitif di Ubud. Jurnal Master Pariwisata (JUMPA), 3(1), 1–14. https://ojs.unud.ac.id/index.php/jumpa/article/download/23026/15156
Primasari, A., & Siswojo, T. (2012). Promosi Kuliner Lokal sebagai Daya Jual Pariwisata Indonesia untuk Backpacker Asing.,. Jurnal Tingkat Sarjana Bidang Seni Rupa Dan Desain, 1(1).
Quinn, B. (2000). The McDonaldization of academic libraries?. College & Research Libraries, 61(3), 248-261. https://doi.org/https://doi.org/10.5860/crl.61.3.248
Razak, N. I. A., & Zulkifly, M. I. (2020). The Impacts of Food Vlog Attributes On Para-Social Interaction And Customers’ Response Behaviours. Journal of Tourism, Hospitality & Culinary Arts, 12(1), 435-445. https://fhtm.uitm.edu.my/images/jthca/Vol12Issue1/Chap_30.pdf
Ritzer, G. (2020). McDonaldization in the Age of COVID-19. In Ryan, J.M., 2020, COVID-19 Global Pandemic, Societal Responses, Ideological Solutions. Routladge.
Ritzer, George. (2019). The McDonaldization of Society Into the Digital Age Ninth Edition. Sage Publications.
Salleh, M. S. (2017). Facing Globalisation From Below: A Theoretical Construct. Prosiding Strengthening Local Communities Facing The Global Era, 1(1). http://jurnal.unmuhjember.ac.id/index.php/pslcf/article/download/885/701
Setiyaningsih, L. A., & Jatmikowati, S. H. (2019). Media Baru Dalam Komodifikasi Waktu Luang Ibu Rumah Tangga. ETTISAL: Journal of Communication, 4(1), 23–32.
Setiyaningsih, L. A. (2016). Desain Konsep Tentang Konten Lokal Pada Televisi Lokal Untuk Mengembangkan Wisata Kuliner Kota Malang. Jurnal Nomosleca, 2(2), 1–19. https://doi.org/10.26905/nomosleca.v2i2.1198
Setiyaningsih, L. A. (2020). MEDIA PANICS IBU RUMAH TANGGA SETELAH MENGAKSES BERITA COVID-19 (2020). Jurnal Nomosleca, 6(2), 101–110. http://jurnal.unmer.ac.id/index.php/n/article/view/4721/2594
Smith, T. G., & Tasnadi, A. (2014). The Economics of Information, Deep Capture, and the Obesity Debate. American Journal of Agricultural Economics, 96(2), 533–541. https://doi.org/https://doi.org/10.1093/ajae/aat113
socialblade.com. (2021). YouTube Nex Carlos. Socialblade.Com. https://socialblade.com/youtube/c/nexcarlos
Stigler, G. J. (1971). The Theory of Economic Regulation. Bell Journal of Economics and Management Science, 2(1), 3–21. https://doi.org/https://doi.org/10.2307/3003160
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta.
Suyanto, B. (2013). Sosiologi Ekonomi. Kencana.
Triono, M. A., & Setiyaningsih, L. A. (2017). Desain Disonansi Kognitif Sebagai Faktor Anteseden Untuk Penguatan Kualitas Informasi Pada Website. Seminar Nasional Sistem Informasi, 1(1), 71–79. http://eprints.unmer.ac.id
Utami, S. (2018). Kuliner Sebagai Identitas Budaya: Perspektif Komunikasi Lintas Budaya. CoverAge: Journal of Strategic Communication, 8(2), 36-44. http://journal.univpancasila.ac.id/index.php/coverage/article/download/588/332
Valera, L., & Russo, M. T. (2018). Edo, Ergo Sum: Anthropological, Ethical and Educational Considerations About Eating. Persona y Bioética, 22(1), 18-28. http://www.scielo.org.co/pdf/pebi/v22n1/0123-3122-pebi-22-01-00018.pdf
Wagner, D. (2007). Appetite for Change: How the Counterculture Took on the Food Industry. Culture & Agriculture, 29(2), 121–122. https://doi.org/https://doi.org/10.1525/cag.2007.29.2.121
Wagnleitner, R. (2000). Coca-colonization and the Cold War: the cultural mission of the United States in Austria after the Second World War. Univ of North Carolina Press.
Wearesocial.com. (2021). Most-Used Media Platform Indonesia 2021. Wearesocial.Com. https://datareportal.com/reports/digital-2021-indonesia
Wikipedia.id. (n.d.). Fast Food. Wikipedia.Id. https://en.wikipedia.org/wiki/Fast_food
Wulandari, I. (2020). Pecel, A Political Communication Semiotic Analysis of Javanese Traditional Food As a Dish for Indonesian Politicians. PCCS 2019: Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019. https://doi.org/10.4108/eai.9-10-2019.2291109
DOI: https://doi.org/10.26905/nomosleca.v7i2.6581
Refbacks
- There are currently no refbacks.
Editorial Office
Jurnal Nomosleca
Faculty of Social and Political Science University of Merdeka Malang
© 2020 {Jurnal Nomosleca}, All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. Licensed under |
