The Civilizing Brand: Dissemination Lifestyle Of Traditional Cultural Artists In Indonesia

This article focuses on the politicization of fashion brands in the traditional culture of
Sinden. This study shows the civilizing process of a fashion brand in Sinden Performance Art
and discursive stresses related to the market economy and consumer culture aspects, by
describing the semiotic analysis of the Sinden of Jimbe village, an area in Blitar, East Java
which is familiar with the Sinden performance culture. This article understands the emergence
of cultural commodity signs of the Sinden as 'communicators' of cultural signs on a Sinden that
describes an economic transaction that takes place within the Sinden cultural matrix. The
conclusion from this study states that the high market economy power of a Sinden in a Sinden
art performance has resulted in the display of consumer goods on stage. Lifestyle
popularization has become an artistic sub-culture for every Sinden performance. This shows
the close relationships between the arts, fashion, and consumer culture as well as with the actors
in the Sinden art performance.