Antara Tren dan Nilai: Studi Sosiologis tentang Budaya Konsumtif Pelajar dalam Era Viral dan Implikasinya terhadap Pendidikan Karakter
DOI:
https://doi.org/10.30605/jsgp.8.2.2025.6377Keywords:
Tren dan Nilai, Studi Sosiologis, Budaya Konsumtif, Viral, Pendidikan KarakterAbstract
Urgensi penelitian ini terletak pada pentingnya memahami dampak budaya viral terhadap perilaku konsumtif pelajar serta implikasinya terhadap pendidikan karakter di era digital. Penelitian bertujuan menganalisis pengaruh budaya viral terhadap pola konsumsi pelajar dan mengidentifikasi dampaknya terhadap pembentukan karakter. Penelitian menggunakan pendekatan kualitatif dengan desain etnografi digital dan fenomenologi. Subjek terdiri dari enam pelajar SMA di Kota Polewali yang dipilih melalui purposive sampling. Kriteria mencakup penggunaan media sosial minimal tiga jam per hari, pengalaman membeli produk karena tren viral, serta akun media sosial yang dapat diobservasi. Pengumpulan data dilakukan melalui wawancara mendalam, observasi partisipan, diskusi kelompok terfokus, dan dokumentasi digital selama Mei–Juni 2025. Analisis tematik dilakukan menggunakan model Braun dan Clarke dengan pendekatan induktif. Hasil penelitian menunjukkan bahwa budaya viral mendorong perilaku konsumtif berbasis validasi sosial. Nilai karakter seperti kesederhanaan dan tanggung jawab cenderung tergeser oleh keinginan untuk diakui secara sosial. Terdapat kesenjangan antara pendidikan karakter di sekolah dan realitas digital yang dihadapi pelajar. Beberapa pelajar menunjukkan strategi adaptif seperti seleksi informasi dan manajemen waktu digital sebagai bentuk resiliensi. Penelitian merekomendasikan integrasi literasi digital ke dalam pendidikan karakter, penguatan kebijaksanaan digital, dan reformulasi pendekatan pendidikan karakter agar relevan dengan konteks digital saat ini.
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Copyright (c) 2025 Abdul Basit, Fatimah Aziz, Samun Mukramin
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