Abstract
This article discusses how urban life is represented through the Barsa City, Uttara the Icon, and The Palace apartment advertisements and promotional videos. Applying Guy Debord's idea of spectacle to examine how urban life is transformed into visualization and commodification, also George Ritzer’s idea of re-enchantment of the disenchanted world and the new means of consumption. This article is aimed to analyze the position of apartments in the urban space of Yogyakarta that is discursively constructed through apartment promotional media. The conclusion of this research shows that apartments are functionalized to create the spectacle of the city. Urban space and life are aestheticized and spectacularized, in which apartments are displayed as part of dramatic and extravagant urban arts. Presented as one-stop-serving buildings, the apartments also promote the fusion of living space, urban style experience, and consumption which lead to the difficulty in distinguishing spatial boundaries. The advertisements and promotional videos of the apartment in Yogyakarta also promote temporal paradox. On the one hand, it promotes time compression and speed, meanwhile, on the other hand it promotes prolonged and extended time to foster consumption in the urban space.
Highlights
As a historical city, Yogyakarta is always interesting to talk about
The growing development projects of apartment in Yogyakarta has changed the face of Yogyakarta, which has been known as a cultural and student city
The High-rise building of apartment plays a significant role in structuring the urban space and life of Yogyakarta in the last decade
Summary
Yogyakarta is always interesting to talk about. Not to mention, its status as a student city makes Yogyakarta an attractive destination that is well worth visiting. Article is aimed to critically examine how the discourse of spectacular urban life is constructed in promotional media of apartments in Yogyakarta. By means of multimodal critical discourse analysis from Kress and van Leeuwen, this article attempts to show how multimodal ensembles used in the promotional media of apartments in Yogyakarta generate meaning of urban space and lifestyle. The apartment construction of Barsa City, Uttara the Icon, and the Palace faced social protests from the communities surrounding the projects with regard to license or permit issues. These issues will not be examined throughout this article. Concerning urban culture, advertising plays a significant role in constructing discourse of urban life, concerning physical spaces and to the relationships between people and things
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