LABELING AND STIGMA OF KEIKO FURUKURA IN SAYAKA MURATA'S CONVENIENCE STORE WOMAN

Afita Sofiani; Asih Ernawati; Titik Wahyuningsih; Sulasih Nurhayati

doi:10.21107/prosodi.v20i2.35947

LABELING AND STIGMA OF KEIKO FURUKURA IN SAYAKA MURATA'S CONVENIENCE STORE WOMAN

Afita Sofiani, Asih Ernawati, Titik Wahyuningsih, Sulasih Nurhayati

Abstract

Labeling and stigma are closely linked to deviant behavior in individuals who do not conform to social norms. This study aims to examine how Keiko Furukura experiences labeling and stigma in society as depicted in the novel Convenience Store Woman. Using a qualitative descriptive method for specific events or experiences of the protagonist, this study collected narratives and dialogues from the novel. The data were analyzed using Howard Becker's (1963) labeling theory and Erving Goffman's (1963) stigma theory. The results revealed that Keiko faced social labeling through the concept of deviance as a social construction, as she was considered deviant for failing to meet expectations for marriage and holding a proper job, thereby reinforcing the role of moral entrepreneurs. Thus, society creates Keiko's master status by labeling her as deviant. On the other hand, Keiko identifies herself mainly as a part-time worker at a convenience store. Meanwhile, society stigmatized Keiko as an abnormal figure, echoing Goffman's concept of blemishes of individual character. Keiko used stigma management strategies to overcome this stigma, including passing, which involves concealing her identity, and covering, which involves attempting to minimize stigmatized characteristics. This study concludes that social labeling and stigma have shaped Keiko's identity and influenced her strategies for conforming to social norms.

Keywords

labeling; stigma; Keiko Furukura; Convenience Store Woman; social norms

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DOI: https://doi.org/10.21107/prosodi.v20i2.35947