Komodifikasi Agama dan Budaya Pop pada Media Sosial

Kajian Netnografi

  • Naili Ni'matul Illiyyun UIN Walisongo Semarang


Instagram accounts owned by different agents has been followed by million followers and not limited by people in a country since the virtual world has instituted borderless society. It could be argued that Instagram used by the cultural industries puts the image of halal and sharia as pivotal element to promote their commodities. This paper attempts to examine religious commodification from several posts on Instagram focusing on these research questions; how do the cultural industries promote their commodities on Instagram in terms of religious identity? How is the implication created by the cultural industries in promoting their commodities into Muslim society? This qualitative research will be analyzed through content analysis based on data collection—netnography study--from different Instagram accounts such as travel and fashion using Muslim identity. The result shows that the cultural industries always introduce a new trend of popular culture through Instagram by using religious identities, such as halal, sharia or Muslim. Religious commodification as a modal is widely used by the cultural industries to advertise their commodities into Muslim society. Moreover, it has also become a means to persuade consumers buying their commodities and at the same time can identify them as pious and modern Muslim as well.


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How to Cite
ILLIYYUN, Naili Ni'matul. Komodifikasi Agama dan Budaya Pop pada Media Sosial. JURNAL PENELITIAN, [S.l.], p. 1-15, may 2018. ISSN 2541-6944. Available at: <http://e-journal.iainpekalongan.ac.id/index.php/Penelitian/article/view/1227>. Date accessed: 21 apr. 2019. doi: https://doi.org/10.28918/jupe.v15i1.1227.