DESIRE AND PLEASURE IN THE BRANDED REALITY SHOW AS A DISCURSIVE PSYCHOANALYSIS
ABSTRACT: The study of branded
reality show is still very limited, especially in the perspective of discursive
psychoanalysis. In fact, the phenomenon of reality show is currently growing in
the television industry, so brands are inspired to create similar programs.
This paper aims to analyze the desire and pleasure of success are presented and
disclosed by branded reality show ‘Diplomat Success Challenge’ on a national TV
channel in Indonesia. Using discursive psychoanalysis method in the Lacanian
perspective, author found that participants in the ‘Diplomat Success Challenge’
saw competitors (other participants) as ‘other’ in imaginary phase which is the
object of desire in having the pleasure of success, while the audience used the
praticipants as reflection of their desire and pleasure of success. There are
two tendencies of the spectatorship style in responding to the discourse. In
one hand the audiences tend to be more emphatic and figural, while on the other
hand they tend to be more logic and systematic. In addition, the desire and
pleasure of success in the ‘Diplomat Success Challenge’ becomes a powerful
discourse that alienated negative issues related to the Diplomat as a tobacco
product brand. Thus, the politics of reality through a discourse ofsuccess in
the branded reality show has successfully infiltrated into the subconscious and
control the public consciousness.
Keywords: Desire and Pleasure
of Success, Branded Reality Show, ‘Diplomat Success Challenge’, Discursive
Psychoanalysis, Spectatorship
Author: Bambang Sukma Wijaya
Journal Code: jpantropologigg150003
