Antonio Gramsci’s Perspective on Dominant Culture and Social Media’s Impact in the Era of Globalization in Indonesia

摘要

Globalization driven by the development of information and communication technology has led to a new pattern in the life of the world society,which is an open society with the widening of the territorial boundaries of each country.Information and communication media in this case are not only a means to obtain information,but also as a driver of global social change.This condition shows that the existence of globalization not only influences economic and political development,but also influences cultural changes that occur in the world society,especially society in under-developing countries like Indonesia.The author in this case seeks to use Antonio Gramsci’s perspective with a Neo-Marxism approach to understanding the broader scope,which is the influence of social media in cultural change of Indonesian people.From the discussions conducted,it was found that social media is one of the means of hegemony that has disrupted the cultural spiritual values into consumer goods that are a condition of business value.With social media,a dominant culture is formed and legitimized by market tastes and disrupts cultural plurality as a driver of consumption.In this case,social media not only encourages changes in people’s lives,but also the cultural supra-structure that based on consciousness.