Indonesia
Along university corridors that should serve as spaces for intellectual growth and scholarly pursuit, an unsettling reality is unfolding: the rise of hedonism among female students. Draped in glamour, they project polish and prestige, yet behind the sheen of academic attire lies a quieter story of emptiness and disillusionment.
These young women frequently curate their lives through the lens of social media. Every frame is carefully staged to construct a desirable social image. Visits to upscale cafés, shopping for branded goods and adopting the aesthetics of high society have become routine performances designed for public consumption.
According to Yusdita (2017), this phenomenon extends beyond lifestyle choices. It represents a deep-seated desire for recognition and affirmation amid the complexities of modern social interaction. Ironically, many of the students who embrace this hedonistic behavior come from middle-income families circumstances that would ostensibly demand prudent financial management.
Samuri, Soegoto and Woran (2018) define hedonism as the pursuit of pleasure and the avoidance of discomfort. Among female students, this translates into a relentless drive to appear attractive and socially relevant, often exceeding reasonable boundaries.
The pattern intensifies as image-building culture infiltrates academic milestones. A thesis proposal seminar, once regarded as an intellectual achievement, is increasingly treated as a stage for popularity. Lavish bouquets, extravagant gifts and meticulously crafted documentation now eclipse the scholarly substance of the event.
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Dewi and Rusdarti (2017) attribute such consumptive behavior to sociological influences. Purchases are no longer guided by necessity but by the desire for social validation. Each transaction becomes an investment in image rather than in knowledge.
The most visible consequences appear in personal presentation. Despite wearing the hijab, some students adopt styles that appear inconsistent with norms of modesty exposed hairlines, form-fitting attire and excessive accessories presented as declarations of unrestricted freedom.
Eva and Tatik (2015), drawing on Suryanto’s study, identify conformity as a root cause. Students are willing to reshape their perceptions and behavior to secure acceptance within particular social circles. Blending in takes precedence over authenticity.
Paradoxically, many practitioners of campus hedonism are senior students nearing the completion of their studies. Academic focus wanes as energy is diverted toward sustaining social personas. Intellectual aptitude appears overshadowed by skill in managing digital stages.
Each post becomes a performance; every moment, an opportunity for validation. “Likes,” comments and shares function as social currency within their digital economy. Self-worth seems measured by the scale of online applause.
This trend not only exposes a troubling facet of youth culture but also signals a deeper identity crisis. Authenticity is sacrificed for curated personas. Campuses, once arenas for character formation, risk devolving into competitive theaters of image construction.
Concerns deepen as the repercussions extend beyond individual psychology to broader social structures. Academic values, ethics and intellectual integrity are gradually eroded by an instant and superficial culture.
In some cases, sustaining a hedonistic lifestyle prompts questionable actions. Yusdita (2017) notes instances of falsified tuition payment records to maintain consumptive habits. Such acts represent not merely administrative violations but symptoms of moral decline.
Universities are meant to be spaces of intellectual transformation, shaping critical thinkers, innovators and agents of change. Yet the reality often diverges. Time and resources are spent frequenting luxury cafés, collecting branded goods and cultivating social prestige.
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The paradox sharpens when students from modest economic backgrounds construct illusions of affluence. Funds that could support intellectual development are instead funneled into sustaining imagined social status.
Dependence on external validation erodes the true essence of higher education. The university is not a performance stage but a laboratory of ideas. Academic degrees are not decorative accessories for image-building; they carry intellectual responsibility.
This critique does not seek to generalize or discredit all female students. Rather, it serves as a collective reflection. It is time to reaffirm authenticity, intellectual honesty and simplicity within academic life.
Hedonism operates like a slow-acting toxin, weakening the spirit of scholarship. As members of the educational ecosystem, we bear a moral responsibility to confront it. The narrative of the female student must be rewritten not as a seeker of image, but as a bearer of intellectual light and civilizational progress.
Author: Imam Alfafan Yakub
References:
Dewi, Nurita dan Rusdarti, St. Sunarto. 2017. Pengaruh Lingkungan Keluarga, Teman Sebaya, Pengendalian Diri dan Literasi Keuangan Terhadap Perilaku Konsumtif Mahasiswa. JEE 6 (1). Page 29 – 35.
Oktafikasari, Eva dan Amir Mahmud. (2017). Konformitas Hedonis dan Literasi Ekonomi terhadap Perilaku Konsumtif Melalui Gaya Hidup Konsumtif. Universitas Negeri Semarang.
Samuri, V. I. F., Soegoto, A. S., & Woran, D. (2018). Studi Deskriptif Motivasi Belanja Hedonis Pada Konsumen Toko Online Shopee Descriptive Study of Hedonic Shopping Motivation in Shopee Online Shop. Jurnal Emba, 6(4), 2238–2247
Yushita, A. N. (2017). Pentingnya Literasi Keuangan Bagi Pengelolaan Keuangan Pribadi. Jurnal Nominal, VI(1), 11-26.
