The Effect of Education, Materialism, and Prestige on the Job Type

Transformation at Young Generation

Bagus Haryono

and Susi Ningsih

Lecturer of Sociology Department, Faculty of Social and Political Sciences, Sebelas Maret University, Surakarta,

Indonesia

Master Student of Sociology, Faculty of Social and Political Sciences, Sebelas Maret University, Surakarta, Indonesia

Keywords: Education, Materialism, Prestige, Generation, Transformation.

Abstract This research aims to explain the effect of improved education and stronger effect of materialism, and

prestige on the transformation of job type at young generation of metal craftsmen. This study was a

qualitative evaluative research, using Context, Input, Process, Product model. The informants were the

young generation of metal craftsmen in Tumang, Surakarta Residency. The informants consisted of 8 people

taken using purposive sampling technique, based on education level, material reward, and prestige.

Techniques of collecting data were observation, in-depth interview and documentation. Data validation was

carried out using source triangulation, and data analysis using an interactive model. The result indicated that

transformation of job type occurred from production to marketing divisions in young generation of metal

craftsmen. The improved education the stronger effect of materialism, and the prestige made them

preferring job type with larger money profit, and tend to be preoccupied with marketing job type and to be a

boss. The young generation was no longer willing to learn how to develop or to produce this metal craft.

The effect of job type transformation conducted by the young generation of craftsmen could threat the

sustainability of metal industry production business.

1 INTRODUCTION

Tumang Village people have been preoccupied with

copper craft in some generations. Beside copper, the

basic materials have expanded to aluminum, brass

and iron. As this craft develops, product

diversification occurs, involving kitchen appliances,

calligraphy ornaments, lamp, bathtub, trashcan, and

etc.

Regarding the explanation above, this skill is

hand-made rather than machine-made; its production

process needs skill. Skill inheritance from one to the

next generation in metal craftsperson family, which

is done only with the young generation, accustomed

to see their parents’ job in producing metal craft art.

It means that the education to preserve this craft is

conducted only informally, rather than planned and

prepared seriously.

The main activity in metal craft industry rests on

production and marketing divisions. Production

process is generally done by old generation, majority

of which are elementary school graduates (Barnard,

2004). Considering the 2015 Tumang village’s

monograph data, there are 652 craftsmen and 61

industrial workers. They generally have limited skill,

thereby less capable of following the development of

market demand. There are 2,255 people graduated

from Elementary School/ equivalent, 669 from

Junior High School/equivalent, 63 from Academy/

equivalent, 63 from Senior High School/equivalent,

and 56 from College/ equivalent. Most of young-

generations craftsmen have graduated from Senior

High School and even College.

Muhamad Baitul Ulum from Ulum SME

Training Design team has given education about

online media management, trick and tips, online

marketing strategy, attractive website development,

and communicative product catalogue. The mastery

of internet and technology in marketing product

through online marketing (Jelev, 2015) leads more

young generations to deal with marketing division

considered as easy and not requiring dirty hand.

Unfortunately, the increased education of young

generations instead leads them not to be interested in

preoccupying with its production process, but

shifting to more attractive marketing in earning more

Haryono, B. and Ningsih, S.

The Effect of Education, Materialism, and Prestige on the Job Type Transformation at Young Generation.

DOI: 10.5220/0007551607950800

In Proceedings of the 2nd International Conference Postgraduate School (ICPS 2018), pages 795-800

ISBN: 978-989-758-348-3

795

easily in relatively short time (Masood, 2016;

Dunham, 2015; Likitapiwat et al, 2016.) and more

prestigious (Astarini, Ita and Amir Mahmud, 2015;

Izhar et al, 2010; Sousa, 2004; Svalastoga, K.

(1959). As a result, it is more difficult to find skilled

workers (Galina et al, 2016) in this village. Even

they should be imported from surrounding areas in

order to make regeneration and to increase the

people’s interest in preoccupying and working in

metal craft production sector.

Metal craft production activity is very important

to business sustainability. Unfortunately, the

transformation of occupation type (Harini, 2012;

Unwanullah, 2015) occurs in craftsperson from

production to marketing threaten the business

sustainability. Considering this finding, the existence

of metal craft in Tumang begins to be threatened due

to the decreased number of craftsperson, particularly

product designers, because of limited skill.

Therefore, it is important to evaluate descriptively

the transformation of occupation type from

production to marketing (Lipset and Zetterberg,

1956) in young generation of metal craftsperson in

Tumang based on CIPP (Context, Input, Process,

Product) and to explore the strong materialism and

pragmatism factor, and prestige in transforming the

occupation type. So, the research problems are:

1. How are CIPP so that transformation occurs in

occupation type from production to marketing in

young generation of metal craftsperson in

Tumang ?

2. How strong is the effect of materialism and

pragmatism, and prestige consideration on young

generation of metal craftsperson in Tumang in

encouraging the transformation of occupation

type from production to marketing division ?

1.1 Literature Review

Social transformation (Yudi, 2015) occurs due to

external stimulus and sometimes it occurs

deliberately. The term generation generally refers to

family relation. Generation is a group of living

organisms lying on one ancestor lineage.

In socializing values, norms, and practices to

people in the world, family holds a central position

as the main socializing agent. Family plays an

important part in preparing individual in the

beginning period of member development. Family

members are expected to play active role in the

society where they live (Clary and Snyder, 2002).

Value, norm, and practice in primary socialization

are highly affected by ethnic, religion, culture, and

social strata backgrounds (Sewell, et al, 1957; Weiss

and Fershtman, 1998).

The value of the metal craftsperson holds on is

the one about business sustainability that will be

forwarded to young generation. Informal education

is also given about value inculcation in leading

young generation to find out how to produce metal

products. Craftsperson family is not only promoting

the products of metal craft smartly, but also inherit a

metal product producing skill.

Value and attitude changes, consumption

behavior, and degradation occurring within society

are affected by technology. Society’s lifestyle

changes in the presence of fairphone. The lifestyle

arising due to technology is conceived as atavism to

change the contemporary community’s life.

This research employed an evaluative method

with CIPP model (Stufflebeam, 2003). The

socialization of value between generations is

desirable to support the sustainability of business

existing in metal craftsperson. Value as something

very valuable and pursued in this life is always

socialized by metal business performers to their next

generation (Wong, et al, 2008. Informal education in

family environment helps the business performer to

forward their crafting skill to young generation.

However, time and technology development make

the young generation changing.

Social change is highly affected by technology

advance, in the context of virtual technology

dissemination and easy access to internet, and strong

effect of materialism (Kasser, 2003; Ryan and

Dziurawiec, 2001) and pragmatism (Benesch, 1993)

and prestige consideration of an occupation type

(Inkeles and Rossi, 1956). Materialism as the degree

to which one making acquisition of material

possessions, a central focus in one’s life that are a

large determinant of one’s happiness in life (Richins

and Dawson, 1992). The inputs are: infrastructure

with rapid proliferation of internet, and the improved

education of young generation, and the improved

mastery of internet virtual technology, and metal

industry program developed.

2 METHODS

This study was an evaluative qualitative research

(Paranoan, 2015) using CIPP model (Salam and

Soenarto, 2013; Stufflebeam, 2002; Tokmak, 2013).

Data was collected from metal craftsperson young

generation in Tumang, Boyolali, Surakarta

Residency. Informants consisted of 8 persons taken

using purposive sampling technique based on

ICPS 2018 - 2nd International Conference Postgraduate School

796

education level, material and prestige appreciation.

Techniques of collecting data used were observation,

in-depth interview, and documentation. Technique

of analyzing data used was an interactive model.

Data validation was carried out using source

triangulation (Well, et al, 1994).

3 RESULT AND DISCUSSION

3.1 Result

The result of research showed that metal craftsmen

have changed from one to the next generation. The

research found out that 7 out of 8 metal business

performers (87%) are, in fact, the metal craftsman

young generation that has experience transformation

in occupation type from production to marketing

division. This change of occupation type is due to

the improved education of young generation

completing their graduate study. Out of 8 metal

business next generation attending graduate-level

education, in fact, only 1 (one or 12.5%) take art

major, the rest of them take other majors not related

directly to craft business. In the context of internet

development, the young generation’s rapid mastery

of virtual technology has made them interested in

promoting their parent’s business product quickly

through internet.

Materialism (material deliberation), pragmatism

(practical matters, obtained immediately and

shortly), and prestige made the most (87.5%) of

young generation prefer occupation type yielding

more money. As a result, they tended to preoccupy

with occupation type in marketing division and want

to be the boss of their parents’ business. Only a few

(12.5%) of young generation were interested in

learning or preoccupying with metal craft production

division, and most of them (87%) were no longer

willing to handle production division in this metal

craft industry. It is in accordance with Wahyu’s said:

“The problem the metal craftsmen encounter is the

lack of production workers. Young generations

focus more on marketing division through internet.

Tumang has more bosses than craftsmen now. When

everyone wants to be a boss or marketer, who would

be the producer? Meanwhile, production is the main

division of metal craft production process” (old

generation of metal business performers, January 25,

2018).

Production activity is the primary activity of a

craft, the activity of changing raw material into

finished product. The old generation of craftsmen in

Tumang Village currently creates good works

directly with craftsmen’ hand touch. Wahyu worried

that the inadequate number of production workers

can threaten business sustainability, recalling that:

“Metal craft in Tumang Village is different from that

in other places. The difference lies on the use of

hand touch, in which the metal craft in Tumang

employs the craftsmen’s direct hand touch. This

work art is hand-made thereby taking a sufficiently

long time to create good carvings” (Old generation

of metal business performers, January 25, 2018).

The development of metal craft business has

helped improving the craftsperson family’s

economy, so they can enroll their children in higher

education level. The improved education confirmed

by the effect of materialism and pragmatism

(material or practical deliberation), and prestige

deliberation has brought about social change

between generations. Young generation of metal

business performers have more opened insight,

thereby opening the opportunity of choosing job or

business making more money more easily and in

short time. Similarly, Joko said: “Now technology

has developed broadly in Tumang Village, and

young generation utilizes this technology advance to

sell product. “Apple” tablet has spread here as well,

meaning that young generation has facilitated the

sale of craft products. Through advanced

technology, I can do selling activitiy easily and

efficiently” (Young generation of metal business

performers, January 28, 2018).

To anticipate the business sustainability and to

help preserve metal craft art, Anwar considered that

the following solution is required: “There should be

supporting villages. The people of villages

surrounding Tumang village should be attracted first

to be permanent employees in Tumang Village.

After having worked for one or two years, and after

they have been skilled and capable, they are told to

go back home to establish craft business (Old

generation of metal business performers, February

03, 2018).

The presence of supporting village can help

preserve this craft art. However, in contrast to the

young generation that has been educated indirectly

for marketing division such as the citation of

interview with Kis as follows: “The obstacle

encountered here is inadequate number of workers.

Young generation is educated to go to market (to be

marketer). Contemporary youths are more interested

in market. Now Tumang has more bosses than

producers” (Old generation of metal business

performers, February 03, 2018).

In addition, Wiyarto suggested that technology

advance makes young generation utilize the existing

The Effect of Education, Materialism, and Prestige on the Job Type Transformation at Young Generation

797

opportunity of marketing craft product through

internet.“Tumang people are rarely willing to be

ordered, they want to be boss, to create their own job

opportunity. We have website, become independent

business performers, and have our own income

without relying on our parents. We do it by utilizing

internet” (Young generation of metal business

performers, February 03, 2018).

Mansur, a young generation of business

performer, expressed his worry as follows: “What I

fear of now is that the number of craftsmen has been

scarce, because many youths switch to marketing

division. Meanwhile, all producers of craft have

been old. Young generations are willing to choose

chiseling, inlaying, finishing, and colouring jobs, all

of which can be mastered through learning. The

terms existing production division are design and

pande, majority of which are done by old

generation. Young generation works as pande shyly.

When there is no longer the workers, who will

continue this industry?” (Young generation of metal

business performers, February 03, 2018).

The skill of the Tumang people is acquired

hereditarily, because this craft is hand-made rather

than machine-made. Agus considered it as

distinctive advantage.“The advantage the metal craft

in Tumang has is that its product is hand-made

rather than manufactured. Some Japanese people

ordered Teko (teapot) here because they like highly

artistic product” (Young generation of metal

business performers, February 19, 2018).

The metal craft existing in Tumang is the only

one in Indonesia; therefore it should be preserved

and maintained. Nevertheless, Wuri sometimes

worried about it. “Sometimes we are worried about

it. In our ancestor period, when an individual has

skill, he/she will be grateful if no one imitates it. A

Chinese had come here in the past to have us

constructing a house and showroom in China, but I

was told to bring at least 50 workers with me to

work there. He wanted to fund our accommodation

during living and producing craft there. But I did not

want to do it. It is my ancestor’s inheritance, and I

cannot do that” (Old generation of metal business

performers, February 19, 2018).

The occupation type transforming process from

production to marketing division in young

generation of metal industrial business performers

can be seen in the table below.

Table 1: Transformation of occupation type from one

generation to the next.

Parent

Child

Generation

Production

Job

Marketing

Job

Generation

Production

job

Marketing

job

As a result, they tend to preoccupy with

marketing job and to be boss. Although production

division of metal craft is still operated by old

generation, the young generation has less interest in

learning and preoccupying with production division

in this metal craft, because advance technology has

provided practicality and material benefit to young

generation.

The problem is analyzed using CIPP model.

Digital change has occurred now leading to the

transformation of occupation type between

generations. The input of young generation is

increasingly disinterested in production division, so

that it is more difficulty to get workers in production

division. Process is an activity of socializing the

production process inhibited by the inadequate

informal education given by metal industrial

business performers (first generation) to the young

generation related to training in production work.

Product is the result of craft with which the metal

business performers are preoccupied that is

handmade and yield good crafts well-known in the

world. Metal craft in Tumang Village has been

famous in the world, as its products have been

delivered to some countries like Australia, France,

Malaysia, and etc.

3.2 Discussion

The formal education attended by young generation

improves as it is compared with the old generation

did. Fortunately, 87.5% of them take different

disciplines or majors not related to the one

preoccupied with by craftsperson. Young

generation’s knowledge in information technology

information develops significantly, thereby useful to

the development of online marketing. The interest in

craft art and design education is low (12.5%) and the

plan is prepared inadequately through both informal

and non-formal educations reinforcing the young

generation’s skill, so that the young generation

acquires skill only by seeing their parents working in

production sector. The effect of occupation type

ICPS 2018 - 2nd International Conference Postgraduate School

798

transformation from production to marketing

division is the scarcer product produced by young

generation of metal industrial business performer.

The young generation of metal industrial business

performer (2

generation)’s product is getting more

threatened, and it will threaten input, process, and

product, as well as total industry in the next

generation (3

generation and the next). Besides, it

threatens the sustainability of entire metal industrial

business. Young generation promotes their business

product, sells and trades its product online through

e-commerce. This product selling method is

efficient, so that the result of sale can increase

significantly in relatively short term.

Although there is a shift of occupation type from

production to marketing or vice versa, in the young

generation of craftsperson, net change occurs in

education field preoccupied, in which only 12.5% of

young generation are interested in craft art and

design education; and prestige deliberation has led to

the transformation of occupation type from

production to marketing in the young generation of

craftsperson. With the decreased number of old

generation due to age factor and the scarcer number

of young generation continuing production division,

it is estimated that the next generation will be

extinct. The effect of occupation type transformation

made by the young generation of craftsperson can

threaten the sustainability of metal industry

production business.

4 CONCLUSIONS

The evaluation on the business among metal

craftsmen is conducted using CIPP model. Craft

business is operated in the context of developing

digital technology and accessible internet, and

increasingly popular online marketing. The input

includes human resource (old and young

generations), money, basic material and

infrastructure. However, the input of human

resource begins to be inhibited by the transformation

of occupation type from production to marketing

activities in the young generation of metal

craftsperson family. As a result, the production

process is also inhibited by limited number of

producing workers, because the number of young

generation interested in preoccupying with

production decreases continuously, thereby

decreasing the quantity of product. The higher

education of young generation and the more

developing internet technology and online marketing

have encouraged the young generation to achieve

success and to obtain large material benefit in short

time. Only few (12.5%) of young generation

interested in formal education of craft art and design

due to less intensive formal and non-formal

educations organized to reinforce the skill that can

encourage the development of metal craft.

Moreover, it is followed with the prestige

deliberation in the type of occupation chosen, so that

the young generation of craftsperson is not interested

in having career in metal production, but interested

more in marketing division, with the reason that they

pursue short-term material benefit and prestige. All

of those simultaneously become the factors affecting

the sustainability of business that can be used to

predict the potential extinction of metal craft

business.

ACKNOWLEDGMENT

The author would like to thank to Research,

Technology and High Education Ministry for

funding this research through Postgraduate Team

Research scheme in 2018.

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