Selubung Fashion Kapitalisme di Balik Tren Olahraga Lari di CPI Makassar : Studi Kritis Pemikiran Herbert Marcuse
Abstract
Fenomena tren lari pada masyarakat uban seperti Kota Makassar, khususnya di ruang terbuka publik seperti CPI (Center Point of Indonesia), semakin meluas dan berkembang menjadi lebih dari sekadar aktivitas fisik, tetapi juga sebagai bagian dari gaya hidup dan fashion yang dipengaruhi oleh kapitalisme. Penelitian ini bertujuan untuk menganalisis fenomena ini melalui lensa teori kritis Herbert Marcuse, yang menghubungkan tren lari dengan dinamika kapitalisme modern. Menggunakan metode deskriptif kualitatif dengan pendekatan studi pustaka, penelitian ini mengeksplorasi bagaimana aktivitas lari, yang pada awalnya adalah olahraga, kini bertransformasi menjadi bagian dari ekspresi diri yang terhubung dengan konsumsi, status sosial, dan identitas dalam masyarakat urban. Melalui analisis pemikiran Marcuse, ditemukan bahwa tren ini tidak hanya mencerminkan kebebasan individu tetapi juga berfungsi sebagai alat bagi kapitalisme untuk mengeksploitasi keinginan dan kebutuhan konsumtif masyarakat. Dalam pandangan Marcuse, fenomena ini menunjukkan bagaimana ideologi kapitalisme membentuk dan mengarahkan kebiasaan sosial, menjadikan olahraga lari sebagai sebuah "selubung" untuk menyembunyikan kenyataan sosial yang lebih besar tentang eksploitasi dan ketidaksetaraan. Oleh karena itu, tren lari di CPI Makassar tidak sekadar mencerminkan kebugaran fisik, tetapi juga merupakan manifestasi dari kapitalisme yang mendominasi kehidupan masyarakat urban.
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