why do people follow the trends and social standards?

II. INTRODUCTION A science fiction novel written by Philip K. Dick with the title Do Androids Dream of Electric Sheep has thousands of lessons for its readers. The novel talks about the human nature. The story underlines several matters that people may face in their life which reflects on how human lives their life in the future. Starting from people’s dependency to the technologies, the influence of mass media, false religion, consumerism, less empathy, false identity, mind control, and many more. When I read the book, I noted that Deckard, the main character in the novel is living with the idea of consumerism whereby he has an envy feeling for the other people who can afford exotic animals. In the book, people use the real animal to raise their social rank. They buy fancy things even though they do not really need it. Consumerism is the talking point in the novel that will be discussed in this paper along with the main character in the novel, Rick Deckard, a bounty hunter who wants to kill the nexus-6 in order to buy real sheep to impress his neighbours. Consumerism refers to the idea of purchasing goods which is always increasing and it makes people being obsessive about it and feels that their well-being and happiness depends on the obtaining those goods, specially fancy things. In relation, their thoughts is influence by the mass media through the advertisement that. In addition, the meaning of consumerism in the novel is also related to the sense of envy within the community in real life. Normally, self-esteem, prestige, and life style are the internal factors that lead someone to consumerism and competition. Rick Deckard represents the idea of consumerism that categorize into life standard in the humanity described in the book whereby Rick Deckard is obsessed to consumerism, in this case to buy real animal as by having a real animal is confirming that his social rank is high according to the living standard that exists in that society (Dick, 1968, p. 5). In Indonesia, social competition among the people happens. The society is competing to afford luxuries such as branded goods to increase their social ranks. The worst case is about those who are willing to do anything in order to achieve their goals which includes to lift their social status. The writer found that the subject consumerism and social competition is interesting because it reflects to the lifestyle of the people living in the modern society. Rick Deckard and consumerism in the book showing something similar on how society lives nowadays. Additionally, the question is about what is wrong with our society nowadays, Why society should care about the luxury goods and social competition? . In real life, due to the consumerism, many people are competing to evaluate their social status by buying fancy things. For instance, the latest release of branded bag, clothes, exotic animals, and many more. This shows that people follow the community standard, and using the luxurious goods and exotic animals to confirm their social degree. II. FINDINGS Rick Deckard in the book represents the idea of consumerism. The evidences of Rick Deckard and Consumerism can be seen in several chapters of the Philip K. Dick’s book. In the chapter one of Philip's work, it is written that Rick Deckard in the morning thinks to afford a real sheep to replace the fake one that they have (Dick, 1968, p. 3). According to Philip Dick, “"Ever thought of selling your horse? " Rick asked. He wished to god he had a horse, in fact any animal. Owning and maintaining a fraud had a way of gradually demoralizing one. And yet from a social standpoint, it had to be done, ”(5). In here, it shows that Deckard is being envied to his neighbour’s real animal, and he wants to buy the real animal as same as the one belongs to Bill Barbour as the society will be amazed. Furthermore, starting from chapter four until twenty two, in some part of the chapter always mentions having a real and an exotic animal is a centre point of Rick Deckard. As Rick Deckard had completed his mission as a bounty hunter, finally he went to the animal store to afford the real animal, a luxurious goat animal which confirms that buying the correct things is the only way for Deckard to be happy even though he does not really need it. It can be noted on chapter fifteen of the novel whereas Philip Dick, “I own an animal now, he said to himself. A living animal, not electric. ” (Dick, 1968, p. 75). In addition, consumerism and social rivalry can be found in Indonesian Society mainly the celebrities and socialite groups in Indonesia. Many of the them value more the expensive items, having envy feeling and brag their belongings to the others, which in further leads to competition between them. Competing to buy branded goods, luxurious car, exotic pets. This is reflected in the idea of Consumerism. Subsequently, the majority of them are pleased to do anything to accomplish their dreams, including taking risks. In fact, there is a lot of proof that denotes to the existence of consumerism and social competition within the circle of Indonesian community as well as the elite groups. The first evidence comes from one of Indonesian singer who admitted on an interview session that she previously bought a branded bag just because to preserve her classy status as her surroundings told her to do so (Ari Lasso TV, 2020). Many of Indonesian community obsessed with hunting the exotic animals (Emerson, 2018). It is proven by how the celebrities and elite exhibit their exotic animals on social media and TV (Detik, 2011). Those pets include Savannah Cat, Sphynx cat, tiger, and many more (Pasha, 2019). On the other side, there are also some people who willing to take risks just for the consumerism and social status. It is demonstrated by several cases. Firstly, case of Indonesia socialite who stole a Louis Vuitton handbag in Melbourne, Australia (Beers, 2020). Another case comes from the issue of prostitutions that often occurred. Then, a teenager that stole a laptop (Liputan 6, 2018). People nowadays and society described in the Philip’s book and nowadays try to follow the standard and trends created in their surroundings. The previous statement raised a question, “why do people should care about it? ”. Perhaps they are lack of self-esteem and confidence which make them afraid to be not accepted by the society. Therefore they follow the trends and standards. III. DISCUSSIONS The evidences of the manual Do Android Dream of Electric Sheep? and Indonesian news provided in the findings section has its correlations. The evidences lead to hypothesis that people nowadays and society described in the Philip’s book use luxurious animals and goods to measure their social ranks. Therefore they compete and willing to do anything for it, even families. However, the question is why they should do it? . In the novel, Rick Deckard’s behaviours confirms that he is selfish and greedy for animals with expensive price just to impress his neighbours. Hence, he killed the Nexus-6 androids in order to afford a real animal. It is clearly indicated that Rick Deckard does not care how can he afford his desirable pet, what matter is to buy it as form the social standpoint it has to be done. It means that Rick Deckard indeed attempts to follow the standards in his society. Over here in Indonesia we can see the same points as written in the Philip Dick’s book, it is about the consumerism and competition in the community. There is considerable celebrities, socialites and elites who have a desire of owning fancy things and exotic pets (Pasha, 2019). This is proven by the news and references provided in the finding session whereby there is a trend and social standard created among them to possess luxurious stuff and pets. For instance, Marion Jola, singer who recognized that she ever bought a branded bag because of her sense of prestige as there is a community standard of owning luxurious things from her surroundings. The other one is a socialite who stole a Luis Vuitton handbag as her surroundings have branded bag as the social standard (Beers, 2020). Furthermore, the trend of owning an exotic pet within the celebrities and elite groups. It can be noted from the YouTube channel of several celebrities. For example, mass media and the YouTube channel that exhibit Irfan Hakim’s exotic pet, Aldabra tortoise, Alshad Ahmad’s Bengal tiger, Raditya Dika’s Sphynx cat, and so much more (Pasha, 2019). This asserts the correlation between the concept of consumerism in the book and Indonesian society whereby people’s envy feeling and prestige resulted them to follow the trends and social standards in order to their social ranks even though in fact they do not really need it. In conclusion, people's lifestyle nowadays is extremely influential by the mass media, trends and social standard. Many of their lives with the idea of consumerism as they have an envy feeling towards the others. They are obsessing of fancy things and exotic animals, they will not feel good if they did not have it and it is hard for them to be satisfied with all that they have. This show how greedy people are just to impress the public.