Commodification and Commercialization of Islamic Da'wah Practice on Indonesian Television

Aang Ridwan

Abstract


The practice of da'wah on television is related to the modification and commercialization efforts of the media which also relate to other interested parties of the event. This situation then raises the phenomenon of popularization and idolization of the subject of da'wah, symbolic fetishism of religious practices, and pseudo religiosity mixed with the commodification and commercialization of religion in society. This study analyzes the relationship between the practice of da'wah, especially in the form of Islamic broadcasting in television media, and the presence of popular culture in the community. This qualitative research with descriptive and holistic methods uses primary and secondary research data sources collected through interview, observation, and documentation techniques. Analysis of the data of this study uses the method of critical discourse analysis namely textual analysis and sociological macro analysis, with ideological theories and power relations to formulate meaning and understand the practice of da'wah on television more critically. The results of the study found that there are constructs of da'wah practices on television, the role of television media in the commodification and commercialization of Islamic da'wah and the results of the analysis through the perspective of critical discourse analysis.

 

Praktik dakwah di televisi berkaitan dengan upaya modifikasi dan komersialisasi media yang berhubungan juga dengan pihak-pihak lain yang berkepentingan dari acara tersebut. Situasi ini kemudian menimbulkan fenomena popularisasi dan idolisasi subjek dakwah, fetisisme simbolik praktik keagamaan, dan religiusitas semu yang bercampur dengan komodifikasi dan komersialisasi agama di masyarakat. Penelitian ini menganalisis bagaimana relasi antara praktik dakwah, terutama dalam bentuk penyiaran Islam di media televisi, dengan kehadiran budaya populer di masyarakat. Penelitian kualitatif ini dengan metode deskriptik dan holistik menggunakan sumber data penelitian primer dan sekunder yang dikumpulkan melalui teknik wawancara, observasi, serta dokumentasi. Analisa data penelitian ini menggunakan metode analisis wacana kritis yaitu analisis tekstual dan analisis makro sosiologis, dengan teori ideologi dan relasi kuasa untuk merumuskan makna dan memahami praktik dakwah di televisi secara lebih kritis. Hasil penelitian menemukan bahwa terdapat konstruk praktik dakwah di televisi, peranan media televisi dalam komodifikasi dan komersialisasi dakwah Islam dan hasil analisis melalui perspektif analisis wacana kritis.


Keywords


Komodifikasi; Praktik Dakwah Televisi; Analisis Wacana Kritis

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DOI: https://doi.org/10.15575/idajhs.v13i1.4930

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