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KOMODIFIKASI AGAMA ISLAM DALAM FILM THAGHUT
Indonesian horror films increasingly exploit religious elements as main attractions, triggering a commodification phenomenon that reduces sacred values into market commodities. This study aims to dismantle the practice of Islamic commodification in the film Thaghut, which previously sparked controversy under the title Kiblat. Using a qualitative approach with Roland Barthes' semiotic analysis and Vincent Mosco's political economy of media theory, this study dissects how religious symbols are represented and utilized for commercial interests. The results show a fundamental shift in meaning (myth) across six main symbols—prayer, prostration, adhan, dhikr, Quranic verses, and theological terms—from sacred protective values into instruments of terror. The commodification process operates systematically through three mechanisms: (1) the desacralization of worship rituals for visual sensation; (2) the instrumentalization of sacred texts as plot devices; and (3) theological branding strategies in marketing. This study concludes that Thaghut positions religion not as a moral subject, but as an object of exploitation to maximize profit. The implication is that this phenomenon potentially shallows public religious understanding by implanting horror associations with worship rituals, while reinforcing the irony of a film industry that treats religion merely as a trading asset.
FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
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