MTV 4LaY: The Commodification of "Alay"
This afternoon (December 22, 2010), I took a glimpse of a TV program in MTV Indonesia entitled MTV Alay. Well it was not that difficult to predict what this TV program is all about. As the name suggests, it presents shows about “Alay” phenomena in Indonesian culture and society. This afternoon, the host of the show, VJ Daniel, interviewed three teenagers embracing “alay” identity, while VJ Daniel himself dressed in “alay” fashion. This program also featured video clips of Indonesian bands which could be labeled as “alay” band. "Alay" itself is a pop culture phenomenon in Indonesia to refer a broad of new pop cultural practices raging from music, fashion and writing style. "Alay" is broadly used to refer to cocky and cheesy persons. In short, "alay" is attached with negative values. A profound explanation of this term will be given later. However, why does MTV decide to dedicate a standalone program to this branch of new pop culture phenomena? W...