Kelas Menengah dan Demam India

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Setelah tiga tahun yang lalu kita diramaikan dengan fenomena K-Pop di Tanah Air, kini masyarakat kita pun terpana oleh pop culture asal India. Demam India terjadi di Tanah Air dan dialami oleh semua lapisan kalangan usia, status sosial, dan demografis (urban-rural). Setelah sukses tayang Mahabrata pada Maret lalu di ANTV, kini hampir semua stasiun televisi memiliki tayangan film serial India, seperti Naagin di MNC TV, Aladin di Trans TV, Mahadewa, The Adventures of Hatim, dan Jodha Akbar di ANTV, dll. Tokoh-tokoh film India pun jadi idola baru di Indonesia, seperti Shaheer Sheikh, Rohit Bhardwaj Saurav Gurjar, Vin Rana, Lavanya Bhardwaj, Aham Sharma, Arpit Ranka, dll.

Melihat fenomena demam India ini, saya bertanya-tanya, ada apa sebenarnya dengan masyarakat Indonesia? Mengapa mereka menyukai film-film India? Munculnya fenomena demam India ini tidak lepas dari preferensi hiburan kelas menengah. Dengan tingkat pengetahuan dan koneksi sosial yang semakin luas, konsumsi hiburan (entertainment) mereka semakin mengglobal dan modern. Booming K-Pop adalah fenomena gaya hiburan kelas menengah anak muda. Tak jauh beda, demam India pun digandrungi oleh kelas menengah di berbagai kalangan usia, tapi lebih banyak perempuan muda.

Saya menemukan ada tiga fenomena mengapa masyarakat di Tanah Air kena demam India, yakni selera entertainment yang semakin mengglobal, banyaknya populasi para Galauers, dan koneksi sosial yang menciptakan WOM.

Global Taste
Faktor knowledgeability dan social-connection sangat berpengaruh terhadap selera konsumsi hiburan kelas menengah di Tanah Air. Seiring naiknya daya beli, melek pengetahuan, dan lingkup pergaulan luas, mereka rutin mengonsumsi berbagai jenis hiburan yang sangat berorientasi global. Mereka lebih cenderung menyukai jenis hiburan kelas global ketimbang lokal. Lihat saja, mulai dari usia anak-anak, remaja, dan dewasa sudah terbiasa mengonsumsi jenis hiburan dari Barat, Asia Timur, Timur-Tengah, Bollywood, dll.

Kita ingat bagaimana dulu film serial China seperti Return of the Condor Heroes dan White Snake Legend booming dan sukses di Tanah Air tahun 1990-an. Kemudian, diikuti oleh pengaruh jenis hiburan yang diimpor dari Amerika Latin seperti Marimar. Awal tahun 2000-an, Indonesia booming oleh jenis film dan grup muslik asal Taiwan yakni Meteor Garden beserta F4. Tahun 2005, anak-anak muda di Tanah Air sangat menyukai Anime dari Jepang. Lalu, awal tahun 2010, anak-anak muda terbius oleh drama asal Korea dan tarian lincah nan gemulai para penyanyi K-Pop seperti 2PM, Suju, SNSD, dll. Kini, selera jenis hiburan masyarakat kita mulai menggandrungi berbagai film serial India. Anak-anak muda dan orang dewasa banyak menyukai para tokoh film serial asal India. Shaheer Sheikh pun menjadi artis idola asal India di Indonesia.

Melihat fenomena cepatnya perubahan jenis konsumsi hiburan di Tanah Air menandakan bahwa kelas menengah semakin memiliki jenis orientasi hiburan yang mengglobal. Dalam kurun waktu 20 tahun terakhir, tidak banyak kelas menengah di Tanah Air menyukai jenis hiburan lokal sefanatik budaya pop dari luar. Mengapa? Kelas menengah adalah jenis masyarakat yang kritis dan berpengatahuan, sehingga mereka memilih jenis hiburan yang dinilai lebih cool, kreatif, dan modern.

Kita sedih melihat jenis hiburan tontonan masyarakat di Tanah Air sangat tidak mencerminkan kreatifitas, isi cerita seringkali hitam-putih (benar-salah cerita), audio-visual yang kurang bagus, tidak memiliki cool factor, dan cenderung katrok. Akhirnya, film dan sinetron asal Indonesia tidak pernah bisa merajai panggung hiburan global laiknya Bollywood. Akibatnya di dalam negeri, sinetron dan film asal Indonesia semakin enggan dikonsumsi oleh masyarakat. Dampaknya, para pengelola stasiun televisi cenderung ambil jalan pintas: mengimpor jenis hiburan dari luar.

Contohnya adalah Ganteng-Ganteng Srigala. Meskipun menampilkan banyak cowok ganteng dan perempuan cantik, sinetron ini kurang laris di mata kelas menengah. Sinetron ini dinilai lebay, ceritanya tidak menarik, kualitas audio-visual kurang canggih, dll. Lahirnya para penggemar drama-drama Korea, penggemar film Bollywood, penyuka film Anime Jepang di Tanah Air adalah cerminan “pelarian” mereka mencari hiburan yang berbobot sesuai dengan minatnya.

The Rising of Galauers
Munculnya fenomena demam India di Tanah Air tidak lepas dari fenomena kebangkitan para Galauers. Di tengah era globalisasi dan kehidupan modern ini, kita menyaksikan semakin banyaknya populasi para Galauers. Siapa para Galauers itu? Dalam pengertian luas, Galauers adalah orang yang sedang berproses mencari meaning of life sehingga terkesan labil. Mereka adalah generasi yang mulai tercerabut dari akar budaya ibu kandungnya dan bertransformasi menjadi manusia kosmopolitan global. Di masa transisi itu, mereka galau mencari preferensi, sehingga lebih sering ikut-ikutan kelompok sosialnya. Karena itu, ciri gaya hidup para Galauers adalah hidup berkelompok.

Dalam konteks konsumsi dunia hiburan, Galauers adalah jenis konsumen yang mulai banyak mengonsumsi jenis liburan dari luar negeri, dan mulai meninggalkan budaya ibu kandungnya. Hal ini bisa kita lihat fenomena semakin hilangnya jenis hiburan masyarakat lokal seperti Tari Jaipong goose canada, Wayang, Ludruk, dll., karena jarang dikonsumsi oleh kelas menengah saat ini. Dengan lingkup pergaulan luas dan melek teknologi (technology-savvy), Galauers cenderung memiliki jenis hiburan modern yang dinilai lebih “cool”. Jaipong atau wayang dianggap “old fashion” oleh para Galauers.

canada goose Film serial India atau K-Pop dance adalah jenis hiburan yang dinilai lebih “cool” dibanding Jaipong atau Ludruk oleh Galauers. Mereka sudah tercerabut dari akar budaya ibu kandungnya, dan memilih jenis hiburan yang sedang hot mengglobal. Ketika K-Pop sedang booming di negara lain, Galauers di Indonesia pun ikut-ikutan menggandrungi K-Pop. Tatkala film serial India sedang booming di negeri asalnya, mereka pun ikut-ikutan senang film India. Kekuatan para Galauers adalah cerita word of mouth yang bisa cepat menjalar di komunitasnya bagai virus ebola.

Build Intimacy
Sukses “demam India” di Indonesia tidaklah lepas dari cara smart pengelola program acara membangun keintiman antara pemain dan audiens di Indonesia. Tingginya rating film serial Mahabrata di ANTV sampai sekarang karena kekuatan membangun keintiman antara pemain dan audiens. Oktober lalu, ANTV sukses menyelenggarakan acara meet and greet antara pemain Mahabrata dan fans di Taman Mini Indonesia Indah. Acara ini heboh luar biasa karena jumlah penontonnya membludak dan ditonton oleh banyak pemirsa televisi.

canada goose Sejak sukses acara meet and greet itu, kini ANTV mengontrak langsung Shaheer Sheikh untuk mengisi rutin acara Panah Asmara Arjuna di Indonesia. Ini adalah acara reality show pendukung program Mahabrata. Acara Panah Arjuna ini didesain untuk para Galauers perempuan yang kesengsem dengan ketampanan Shaheer Sheikh, yakni reality show pemilihan dewi atau pendamping Arjuna dengan sistem kompetisi. Acara ini pun ditonton heboh luar biasa.

canada goose Adanya acara meet and greet dan program reality show merupakan taktik membangun keintiman antara pemain dan audiens (penonton). Dengan takttik ini, rating tinggi acara entertainment bisa bertahan cukup lama di mata pemirsa. Selain itu, mereka pun menggunakan social media sebagai cara untuk membangun “getok tular” cerita. Mereka tahu, kelas menengah yang melek teknologi, maka sarana membangun intimacy pun perlu dilakukan melalui cara-cara canggih.

Dalam rangka membangun intimacy, Shaheer Sheikh pun berkomunikasi langsung dengan para fans Indonesia melalui social media seperti Twitter. Melalui akun twitternya @Shaheer_S, ia aktif me-retweet atau menjawab setiap mention dari para fansnya. Sebelumnya, cara ini pun dilakukan oleh para penyanyi K-Pop untuk membangun intimacy dengan para fansnya. Melalui cara ini, terbukti semakin banyak fans. Intinya, para Galauers itu suka pengakuan, dan di saat mereka mention Shaheer Sheikh, mereka sangat senang dan pamer di mata teman-temannya.

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