eprintid: 58559
rev_number: 11
eprint_status: archive
userid: 12460
dir: disk0/00/05/85/59
datestamp: 2023-05-12 08:01:15
lastmod: 2023-05-12 08:01:15
status_changed: 2023-05-12 08:01:15
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Andi Sebastian, NIM.: 21202011008
title: KOMODIFIKASI AGAMA (STUDI KASUS IKLAN BISKUIT KOKOLA VERSI "MAMA TAHU SENDIRI")
ispublished: pub
subjects: PA
subjects: komunikasi
divisions: kom_penyi
full_text_status: restricted
keywords: Komodifkasi Agama, Semiotika, MUI Jawa Timur
note: Pembimbing: Prof. Dr. Hj. Marhumah, M.Pd
abstract: This research stems from an anxiety that there is distortion, twisting the facts of the
sacred values of a religious teaching being pushed into the realm of business or
advertising where the goal is profit or profit. Through this, skepticism, doubt, or
questioning that religion should have sacred and sacred values is brought into the
business world which erodes the sacred values and sanctity of a religion. Finally,
teachings and religious values are reduced by the interests of capital. Religion is a
formal framework for business interests that rely on camouflage and imagery.
The analysis stage in this study, first uses Roland Barthes' Semiotics analysis to
dissect the intent behind the text presented in the advertisement. The results of the
analysis are used as a reference and guideline for compiling interview questions
addressed to the Indonesian Ulema Council (MUI) of East Java Province. The East
Java MUI was chosen based on several aspects. One of them is historical or
historical, East Java Province is the forerunner to the emergence of Islamic boarding
schools in the country. Then, there are large Islamic boarding schools located in
East Java. The last aspect is that East Java is the center and forerunner of the largest
social organization in the world, namely Nahdlatul Ulama (NU).
The results of Roland Barthes' Semiotics analysis show that there are signs of
marginalization of several objects in advertisements, MUI, BPOM (Food and Drug
Supervisory Agency), and other Cookie Producers. The results of an interview with
the Chair of the East Java MUI, Prof. H. M. Mas'ud Said, M.M, Ph. D, and Dr. KH.
Reza Ahmad Zahid, Lc, MA, as Chair of the Da'wah Commission and Community
Empowerment at the East Java MUI stated that the fame of preachers was used by
producers in making advertisements. The two figures are still able to provide
tolerance, because the ad still has elements of da'wah, and invites to goodness. The
MUI of East Java Province, does not forbid it, and considers the advertisement to
be within reasonable limits. According to Emile Durkheim, something sacred
cannot turn into something profane. And vice versa, something that is profane
cannot turn into something that is sacred. Producers and preachers threaten
traditional businesses with greater popularity, media and capital. Through
advertisements, cookie manufacturers want to win the battle for halal products in a
country with a predominantly Muslim population.
date: 2023-03-03
date_type: published
pages: 141
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS DAKWAH DAN KOMUNIKASI
thesis_type: masters
thesis_name: other
citation:   Andi Sebastian, NIM.: 21202011008  (2023) KOMODIFIKASI AGAMA (STUDI KASUS IKLAN BISKUIT KOKOLA VERSI "MAMA TAHU SENDIRI").  Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/58559/1/21202011008_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/58559/2/21202011008_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf