AKUMULASI MODAL DESAINER GRAFIS DI TENGAH PERTUMBUHAN EKONOMI: TANTANGAN ATAU ANCAMAN (?)

Abstract

Economic growth indicates a demand for design needs, specifically to support MSMEs in Indonesia. This paper aims to explain and understand how capital accumulation is conducted by graphic designers to exist and survive in the Indonesian graphic design arena. The paper attempts to explore the strategies of graphic designers with various starting points. It borrows Bourdieu's perspective related to cultural intermediaries and capital. Graphic designers without a design background try to accumulate cultural capital from self-taught knowledge obtained from tutorials on various digital media platforms. The accumulation of social capital begins within the nearest accessible environment, such as friendship circles. Different from other graphic designers, Bli Putu Angga, who is a fine arts graduate and also a content creator, possesses cultural capital from his branding activities. Social capital enables him to engage in various collaborations, including endorsements. Symbolic capital comes from the number of followers and the blue check mark on his Instagram, which signifies professionalism and quality as a graphic designer. The capital accumulation conducted by graphic designers indicates a desire to exist and climb the social ladder in the graphic design world.