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(Songkran): Komodifikasi Budaya Di Thailand

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(Songkran): Komodifikasi Budaya Di Thailand ISSN 2622-6952 FESTIVAL AIR (SONGKRAN): KOMODIFIKASI BUDAYA DI THAILAND Nikodemus Niko, Atem Program Pascasarjana Sosiologi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran [email protected] Abstract This research aims to want to see the occurred on the discourse of cultural commodification of Songkran in Thailand. Songkran in Thailand is a religious and cultural festival, which is the celebration of New Year in Thailand. Culture of Songkran festival which then becomes bringing many foreign tourists come to some areas in Thailand like Bangkok, Chiang Mai and Phuket. This great Festival and then give effect to social, cultural as well as the economy on local community. The methods used in this study is a qualitative descriptive based on the experiences both of the author. The data analyzed i.e. secondary data that comes from a variety of scientific journals, then the primary data are analyzed based on the author’s experience when on the Songkran festival in Thailand on April, 2019. Based on the analysis that the commodification of culture happens to Songkran in Thailand is not so much to erode the authenticity of rituals. This means that the core rituals such as bathing the Buddha statues in the temples still do. Commodification is a positive impact on the local community, where on area of the festival they provided tubs for sale in range 5 THB to 15 THB. Then, foreign tourists are pouring in from various countries are also effect on the local community economy. Keywords: commodification, Songkran Festival, culture Abstrak Penelitian ini bertujuan ingin melihat wacana komodifikasi yang terjadi pada budaya Songkran di Thailand. Songkran di Thailand adalah festival keagamaan dan budaya, yang sekaligus merupakan perayaan tahun baru di Thailand. Budaya Songkran kemudian menjadi festival yang mendatangkan banyak turis asing datang ke beberapa wilayah di Thailand seperti Bangkok, Chiang Mai dan Phuket. Festival besar ini kemudian memberikan dampak kepada sosial, budaya serta ekonomi masyarakat setempat. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif berdasarkan pengalaman penulis. Data yang dianalisis yaitu data sekunder yang berasal dari berbagai tulisan ilmiah, kemudian data primer dianalisis berdasarkan pengalaman kedua penulis mengikuti festival Songkran di Thailand pada antara 21 22 SIMULACRA, Volume 2, Nomor 1, Juni 2019 April 2019. Berdasarkan analisis bahwa komodifikasi yang terjadi pada budaya Songkran di Thailand tidak begitu banyak menggerus keaslian ritual. Artinya ritual inti seperti memandikan patung Budha di kuil-kuil masih tetap dilakukan. Komodifikasi ini berdampak positif pada masyarakat lokal, dimana pada area festival mereka menyediakan bak air untuk dijual berkisar 5 THB sampai 15 THB. Kemudian, turis asing yang berdatangan dari berbagai negara juga berdampak pada perekonomian lokal masyarakat. Kata Kunci: komodifikasi, Festival Songkran, budaya PENDAHULUAN Komodifikasi selalu erat dengan Komodifikasi budaya merupakan nilai ekonomi, kapital dan komersil. salah satu isu kontemporer yang Komodifikasi mendeskripsikan cara berkembang seiring dengan pemikiran kapitalisme melancarkan tujuannya globalisasi di era pascamodernitas ini. dengan mengakumulasi kapital, atau Komodifikasi merupakan gambaran menyadari transformasi nilai guna tentang proses barang dan jasa diproduksi menjadi nilai tukar. Artinya bahwa dengan cepat sebagai komoditas komodifikasi ini merupakan agenda untuk kebutuhan pasar (Irianto, 2016). kapitalisme global yang kini tengah Pada tulisan ini membahas tentang terjadi pada masyarakat, baik terjadi pada unsur komodifikasi yang terjadi pada masyarakat lokal maupun masyarakat budaya Songkran di Thailand. Selain dunia. Pada era global hari ini, praktik memuat unsur nilai ekonomi, Songkran budaya sudah bergeser ke media digital juga memuat unsur nilai budaya dan yang memiliki efek sangat besar bagi keagamaan yang dapat disaksikan pada perkembangan pariwisata (Arifianto, saat bersamaan. 2018). Komodifikasi budaya lahir dari Pada masyarakat di Indonesia secara adanya arus globalisasi yang tak terlepas umum, dapat kita jumpai kegiatan dan dari dampak ekonomi dan budaya ritual keagamaan yang menjadi daya tarik sehingga komodifikasi budaya sangat wisatawan. Hal ini menurut Widyastuti erat pengaruhnya dengan pendapatan (2011) sudah terjadi sejak lama pada dan nilai budaya masyarakat setempat masyarakat lokal di berbagai daerah (Budiman, 2017). Dengan kata lain, dengan tujuan meningkatkan pendapatan dapat disebutkan bahwa komodifikasi lokal dan memperluas lapangan kerja, budaya merupakan bentuk tindakan namun disisi lain masyarakat lokal hanya yang menjadikan unsur-unsur budaya menjadi pelaku usaha yang di dekap oleh (bahasa, sistem pengetahuan, organisasi dominasi dan hegemoni kaum kapitalis. sosial, religi dan kesenian) menjadi suatu Hal tersebut juga terjadi pada even hal yang bernilai ekonomi dan dapat festival air (Songkran) di Thailand, yang diperjualbelikan sehingga menimbulkan sarat dengan makna meraup untung suatu modifikasi pada unsur budaya melalui banyaknya turis asing yang tersebut. berdatangan ke Thailand. Berdasarkan Nikodemus Niko, Atem: Festival air (songkran)... 23 Tsai dan Sakulsinlapakakorn (2016) HASIL DAN PEMBAHASAN menyebutkan bahwa terdapat top Komodifikasi Budaya: Isu Local three turis asing yang paling banyak Tourism di Thailand mengunjungi Thailand dari tahun ke Thailand menyimpan kekayaan tahun yaitu United States of America objek wisata yang penuh daya tarik. (USA), United Kingdom (UK), dan Salah satunya adalah wisata budaya Australia. Thailand yang dapat di jumpai pada tiap Irianto (2016) menyebutkan provinsi, seperti di Chiang Mai, Chiang bahwa pengembangan seni dan Rai, Pattaya, dan Hat Yai. Tsai dan tradisi lokal merupakan salah satu Sakulsinlapakakorn (2016) menyebutkan tuntutan industri pariwisata, yang objek wisata Thailand yang paling artinya peluang eksistensi tradisi dan banyak diminati wisatawan seperti lokalitas yang ada dibarengi dengan learning tours, performing arts, festivals, semakin berkembangnya ekonomi cultural events, monuments sightseeing, global. Pada tahapan inilah dituntut and travel for pilgrimage. Namun, pada adanya komodifikasi budaya dalam dasarnya tiap objek wisata yang ada setiap kearifan lokal yang ada. Pada sisi sudah mengalami komodifikasi. lain akan mengurangi kesakralan dari Komodifikasi (commodification) kearifan lokal tersebut, namun disisi lain menurut Barker (dalam Prajnaparamita, akan mendatangkan peluang bisnis. 2012) mendefinisikan komodifikasi sebagai proses asosiasi terhadap METODE kapitalisme, yaitu objek, kualitas dan Penelitian ini menggunakan jenis tanda dijadikan sebagai komoditas. metode penelitian kualitatif deskriptif Komoditas adalah sesuatu yang tujuan dengan eksplorasi data sekunder dan utamanya adalah untuk dijual ke pasar. primer. Ciri dari jenis penelitian kualitatif Meminjam pemikiran Karl Marx yang dapat dilihat dalam setiap kajian budaya, memberi makna bahwa komodifikasi dimana jenis pendekatan ini menekankan sebagai apapun yang diproduksi dan pada penggalian, penjelasan, dan untuk diperjualbelikan (Evans, 2004). pendeskripsian pengetahuan secara Pada bahasan ekonomi politik etik, emik, dan holistik. Data sekunder Marxis, komodifikasi terjadi ketika nilai dalam penelitian ini didapatkan melalui ekonomi yang ditugaskan untuk sesuatu penelusuran tulisan-tulisan ilmiah yang sebelumnya tidak dipertimbangkan seperti jurnal dan buku yang terkait dalam istilah ekonominya, misalnya ide, dengan tema. Kemudian, data primer identitas atau jenis kelamin (Evans, 2004). dieksplorasi melalui pengamatan dan Bahkan pada fenomena di Thailand, interpretasi penulis pada saat festival seks pada anak-anak menjadi salah satu Songkran berlangsung di Bangkok, bentuk komodifikasi yang paling ekstrem Thailand. (Niko, 2016). Komodifikasi menggambarkan proses dimana sesuatu yang tidak memiliki nilai ekonomis diberi nilai dan 24 SIMULACRA, Volume 2, Nomor 1, Juni 2019 karenanya bagaimana nilai pasar dapat hidup. Proses ini di dalam kapitalisme menggantikan nilai-nilai sosial lainnya. merupakan bentuk baru sekaligus Sebagai komoditas ia tidak hanya penting komoditas. Para aktor bukannya untuk berguna, tetapi juga berdaya jual. memproduksi untuk dirinya atau asosiasi Hal ini berarti bahwa tidak ada nilai langsung mereka, melainkan untuk orang guna murni yang dihasilkan, namun lain (kapitalis). Produk-produk memiliki hanya nilai jual, diperjualbelikan bukan nilai tukar, artinya bukannya digunakan digunakan. Pada pariwisata Thailand, langsung, tapi dipertukarkan di pasar sarat dengan unsur komodifikasi, hal ini demi uang atau demi objek-objek yang untuk menarik kunjungan wisatawan lain (Ritzer & Goodman, 2009). asing ke Thailand. Menurut Winarno (2009) di era Kemudian, komodifikasi budaya juga globalisasi sekarang ini, implementasi merupakan suatu proses menjadikan ideologi neoliberal bersandar sangat unsur-unsur budaya menjadi produk kuat di tiga institusi global, yakni Bank komoditas yang diperjualbelikan dengan Dunia, IMF, dan WTO. Bank Dunia dan motif ekonomi melalui proses produksi IMF mengimplementasikan ideologi ulang, distribusi, dan konsumsi sehingga neoliberal melalui apa yang sering disebut memudahkan konsumen memahami sebagai Konsensus Washington yang maksud penampilan (Hikmahwati, 2015). terefleksikan dalam program-program Pada budaya songkran di Thailand, selain penyesuaian struktural. Sementara WTO, menjadi sarana pengenalan budaya asli mendesak agenda neoliberal melalui Thailand saat menyambut
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