Contemporary Hedonism: An Exploration of Consumer Lifestyles and Pleasure in Global Culture

Abstract

The development of the times in Indonesia since the beginning of independence until the reform era has been influenced by globalization, which causes the influx of foreign cultures and affects people's lifestyles. Globalization, a phenomenon that reflects the complexity and interconnectedness of today's world, has a significant impact on the political, economic, social and cultural spheres. This study aims to investigate and analyze the influence of globalization, particularly on university students, especially in the context of consumptive behavior and hedonistic lifestyles. This research uses communication campaign theory to understand the consumption patterns of university students who are influenced by global culture and social pressure. Globalization brings an influx of western culture that affects consumptive behavior, especially among college students who tend to adopt a hedonistic lifestyle. Social media plays an important role in shaping trends and influencing students' consumption decisions. Students sometimes just follow the trends that appear on social media for fear of missing out (FOMO). Their consumptive behavior tends to exceed essential needs and is more related to satisfying personal desires and pursuing a hedonic lifestyle. This research also links the concept of hedonism with consumerism among university students.