Jakarta –

While meeting with his leaders, on Sunday (29/9) Indonesian Solidarity Party (PSI) General Chairman Kaesang Pangarep joked that he would give them a private jet as a gift if they won the candidate for governor and deputy governor that they were. naming

Before that, he attracted public attention after he was accused of receiving free money to travel to the United States on a private jet Gulfstream G650ER, buying. brand famous in the United States. In fact, photos and videos of the trip on August 18 were shared through social media, as did Erina Gudono, his wife.

Don’t worry, we are Kaesang. If they had easy access to money, power, networks to consume the goods or services offered by capitalism, any modern person would act and behave like the youngest son of President Jokowi . Before the Corruption Eradication Commission (KPK), he dismissed all false allegations.

Status

You and I have the potential to be today’s consumers. More than just following trends and enjoying spending money, people’s minds, attitudes and daily lifestyles are experiencing unity. Like celebrities and other celebrities, luxury cars, flying abroad on special planes with amenities such as entertainment rooms, soundproofing, massage chairs and private cabins have been widely broadcast in the media.

That was the prediction of Herbert Marcuse (1898-1979), a German philosopher who was part of the Frankfurt School. Even though it is very old, the analysis and criticism of important people in student activists and various social movements in the 1960s is still relevant today. It even proves that our views and thought patterns are increasingly similar. In particular, when Marcuse studied and explained critical ideas through a book published in 1964 about oan infallible one or one-dimensional people.

Commodities, according to Marcuse, attack and manipulate, create a false consciousness that makes a person accustomed to falsity and even makes falsity a way of life, and then encourages thinking and unilateral behavior. Marcuse criticizes modern society, especially in the context of technology, consumer culture, and ideology. According to him, one-dimensional people are the epitome of a society that encourages instant gratification and adherence to the status quo.

So, one-dimensional people actually refer to individuals who are stuck in one-dimensional thinking and behavior. This homogenization occurred due to the strong influence of consumer culture, technology and mass media. These elements create widely accepted standards and values. That is why today’s people in a capitalist society, according to Marcuse, are filled with people who tend to follow uniform norms, values ​​and trends.

The process of homogenization occurs because capitalism is created on purpose. This social system promotes equality of individual thought patterns, behavior and preferences. And, this is where the media plays a role. The media acts as a powerful tool by spreading uniform values ​​and ideas, shaping public opinion, and promoting a culture of consumerism.

When social media was born in the digital age, this role became bigger and hindered awareness. Not only repeating some messages that support the status quo, digital platforms make the distribution of content faster, wider and seemingly the truth in itself. This content slowly creates social norms by shaping certain values ​​as something normal, even something that should be. Other values ​​are considered deviant, inappropriate or uncool.

Apart from the media, technology plays an equally important role. As a result of ever-changing technology, a process of homogenization occurs as technology standardizes production, enables globalization, and enables monitoring and control. That is why products prepared in America, Europe, Australia, or other parts of the world, are easily visible from other continents. Distance is no longer a problem. With advances in technology, travel distances can also be shortened.

fulfillment

But, this is Marcuse’s concern. Homogenization, lies that tend to be a way of life, have a negative effect on modern people. We, the individuals, become increasingly passive and lose identity and creativity, trapped in the unsatisfying routines of our daily lives. In fact, according to him, today’s people, who are becoming increasingly uniform, cannot pursue more meaningful life goals.

Modern people even experience alienation. Individuals feel alienated from themselves, from others, and from society. What is even more frightening is that these people are no longer able to think critically and therefore lose the ability to understand the complexities of the existing social and political realities.

In fact, in the one-dimensional human concept, Marcuse hopes that individuals will be essential. By developing critical awareness, individuals can challenge oppressive power structures, combat alienating consumerism, and contribute to collective liberation. In his opinion, this is an important step towards true freedom and a more just society.

Ressa Uli Patrissia and Mohamad Husni student in the Communication Sciences Doctoral Program

(mm/mm)