KOMODIFIKASI AGAMA MELALUI IKLAN TELEVISI (STUDI KASUS IKLAN TELEVISI BERLABEL HALAL)

Agustian Bhaskoro Abimana Aryasatya

Abstract


Religion in the present era is inseparable from commodification. The change in the
paradigm of religion which regulates human life delivered through tauziah-tauziah
in pengajian or mosque is now beginning to shift to the culture of commodification
through advertising on television media. This shift began to penetrate the media used
in understanding the teachings of Islam which are more acceptable to the people of the
present era by using halal labels in them. This article discusses the commodification of
religion through television advertising case studies on halal-labeled advertisements.
The method used is a library research that will be described narratively. The results
of the discussion of this article are the existence of new phenomena in expressing
Islamic values in the lives of individuals in the current technological era. The presence
of Islam that is accepted taken for grated, namely an individual prefers what is in
accordance with him and in accordance with his religion. So what is not appropriate
will be considered not as the identity of the individual. Besides that there is destabilized
identify, that is religion is used as an alternative to create a new identity. In addition,
these signs have led to the concept of symbolic capital, a position where an identity
can shape the position of an individual in his social class
Keywords: Commodification of Religion, Islam, Halal Labeled Advertising, Television
Media

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DOI: https://doi.org/10.20961/jpi.v4i1.33802

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