PENERIMAAN PENONTON TERHADAP TRANSFORMASI BUDAYA MINUM KOPI DALAM FILM FILOSOFI KOPI (STUDI PADA MAHASISWA DI-YOGYAKARTA)
Abstract
The increasing popularity of original coffee has an impact on the trend, which
has led to increasing number of the café, especially in Yogyakarta. Currently coffee is
no longer seen as a favorite drink for old people, which served in simple stalls and
accompanied by snacks. Now people enjoy coffee in an attractive café which offers
any kind of the facilities. Presently people serve coffee in a new way too, besides
being enjoyed without mixing sugar, coffee is also served with various methods that
are quite complicated. It also makes the profession that deals with coffee is
considered very promising. The culture of drinking coffee has in fact undergone a
shift that causes coffee to no longer be a drink to relieve drowsiness, but
unconsciously coffee has become a trend or lifestyle of the community, especially for
young people.Movie as a medium of mass communication is often used as a medium
that describes social life which exists in society. Filosofi Kopi movie by Angga D
Sasongko is a film that discusses how urban life with a coffee lifestyle in a cafe is
juxtaposed with a simple coffee style of a village farmer. In this film Angga tries to
describe how the process behind a cup of coffee is wrapped in Ben and Jody's
friendship life. The researcher concluded that the data from the analysis showed that
the Filosofi Kopi film was a film that described the transformation / shift in the
culture of drinking coffee. This can be proven by the five informants from the three
groups that the research group kept the dominant hegemony position in which the
five informants agreed to the description, even the five informants agreed that the
shift in the coffee culture displayed was a cultural shift that was happening now and
was becoming a trend.