DISTRO SEBAGAI PROVIDER GAYA HIDUP “ALTERNATIF”: MENENGOK STRATEGI DISTRO DALAM USAHANYA MEMPERTAHANKAN EKSISTENSI

https://doi.org/10.22146/kawistara.5222

Zakiyah Derajat(1*)

(1) Program Studi Kajian Budaya dan Media Sekolah Pascasarjana Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Distro (distribution outlet/distribution store), with its DIY (Do-It-Yourself) and independent ethos, has
ever been so popular in Yogyakarta as youth’s field to express their self. Decade passed, youth changed,
distro still exists, but now it is merely the “alternative” of the big (ie. mall). Descriptive qualitative research
based on field ethnography within May and June 2013, I would discuss the strategy of Demangan distro
area (Jl. Cendrawasih, Yogyakarta), in forming their nowadays identity in order to remain exist. The
discussion shows that there are some of their stratregies: by converging in one area and structuring
distro region, by interior design, and by not-that-indie (at all) identity. The lower number of distro and
its attempt of forming its DIY-ethos-ed youth indicate that the youth are now, to a certain extent, not
interested in producing and distributing. Hence, most of them are no more than the object of capitalism,
which is by consuming.

Keywords


Distro, Youth, Indie, Capitalism, Brand.

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DOI: https://doi.org/10.22146/kawistara.5222

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