why do society follow the trends and social standards?

As several chapters of the

book

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Do Android Dream of Electric Sheep?

and

Suggestion

And

Indonesian news provided shreds of evidence and facts regarding the topic of

this

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paper, it reveals the correlation between the main character in the story and the lifestyle of the Indonesian

community

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. It leads to the hypothesis that

community

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nowadays and

society

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described in Phillip’s

book

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use luxurious animals and goods to measure their social ranks as it is a must for them.

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Therefore they

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Therefore, they

compete and willing to do anything for it, even families.

However

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, the question is why they should do it?. In the novel, Rick Deckard’s behaviours confirm that he is selfish and greedy for animals with expensive price just to impress his neighbours.

Hence

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, he killed the Nexus-6 androids in order to afford a real animal. It is clearly indicated that Rick Deckard does not care how can he afford his desirable

pet

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, what matters is to buy it as form the social standpoint it has to be done. It means that Rick Deckard indeed attempts to follow the standards in his

society

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. Over here in Indonesia, we can see the same points as written in the Phillip Dick’s

book

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, it is about the consumerism and competition in the

community

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. There are considerable celebrities, socialites, and elites who have a desire of owning fancy things and exotic pets (Pasha, 2019) which is similar to Rick Deckard’s wish.

This

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is proven by the facts provided in the finding session whereby there are a trend and social standard created among them to possess luxurious stuff and pets.

For instance

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, Marion Jola, a singer who recognized that she ever bought a branded bag because of her

prestige

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as there is a standard in the

community

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of

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by

owning luxurious things from her surroundings. The other one is a socialite who stole a Luis Vuitton handbag as her surroundings have branded bag as the social standard (Beers, 2020) whereby

this

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example is related to Rick Deckard who became a bounty hunter to buy his desirable

pet

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.

Furthermore

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, the trend of owning an exotic

pet

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within the celebrities and elite groups. It can be noted from the YouTube channel of several celebrities.

For example

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, mass media and the YouTube channel that exhibit Irfan Hakim’s exotic

pet

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, Aldabra tortoise, Alshad Ahmad’s Bengal tiger, Raditya Dika’s Sphynx cat, and so much more (Pasha, 2019).

This

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asserts the correlation between the concept of consumerism in the

book

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and Indonesian

society

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whereby people’s

envy

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feeling and

prestige

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resulted in them following the trends and social standards to their social ranks even though those are not their necessities. The factors that influence

society

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to follow the trends and social standards vary. The external and internal factors. Social environment and mass media are the external factors as they have influenced someone’s way of thinking through advertisement. The influence of the mass media here supports the concept of consumerism as it makes the

community

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happy if they can purchase what everyone else affording and have a sense of

envy

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towards each other.

Hence

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, it leads to competition between the

community

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as if they do not participate in the game, somehow they will be ashamed. Even those who are unable to afford fancy things enforce themselves to buy what the elite groups buying. Followed by internal factors that constitute lifestyle, sense of

envy

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, and

prestige

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. Both two factors are the main element in influencing someone’s decision whether to follow the trends and social standards or not. The principal reason for having branded goods is

prestige

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for most of the

people mainly

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people, mainly

the celebrities and elite groups in Indonesia.

Accordingly

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, someone’s

prestige

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relies on the things and services that he/she

use which

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use, which

in

further

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became his/her lifestyle. Using branded stuff makes people become more confident and confirms their social rank. In fact, those groups of people

merely feel

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have merely felt

ashamed if they

are not owning

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don't own

do not own

branded stuff because they afraid of being

judge

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judged

as a lower class people

by

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with

from

in

their social environment.

This

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shows that those people seek for recognition as they feel they need acceptance from other people to feel good about themselves. The root causes of

this

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are a sense of

envy

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, lack of self-esteem and confidence as it is socially

constructed that

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constructed, that

an individual should follow the

community

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standard so that he or she will not be subject to bullying.

As a result

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of

this

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social phenomenon, it can decrease life-satisfaction and happiness as their happiness is measured by owning

luxurious

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luxury

goods and the

community

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might find it difficult to admit themselves and be confident

for

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in

of

who they really are.

Furthermore

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, it could be difficult for them to live in peace, as they prefer to enter the social struggle for social recognition that could increase anxiety and depression if they fail to gain recognition by

society

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.