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KOMODIFIKASI AGAMA: PENGGUNAAN SIMBOL MUSLIMAH DALAM KAMPANYE DIGITAL WARDAH RAMADHAN SERIES 2025
Digital media no longer function solely as channels for disseminating information, but have also become spaces for the production and exchange of meaning in pursuit of economic profit. One example that can be directly observed is the utilization of religious symbols and messages in advertising, which serves as a key indicator of the commodification of religion. Wardah, one of the pioneers of the halal cosmetics industry in the local market, has consistently employed Muslimah symbols in its marketing communication strategies, including in the digital campaign Wardah Ramadhan Series 2025. This study aims to understand the practice of religious commodification carried out by Wardah in the campaign. This research adopts a qualitative approach within a critical paradigm, employing Roland Barthes’ semiotic model to reveal layers of meaning—denotation, connotation, and myth—embedded in Muslimah symbols, which are further analyzed using Vincent Mosco’s theory of commodification within the framework of the political economy of media. Primary data were obtained through documentation of three episodes of Wardah Ramadhan Series 2025 aired on Wardah’s official YouTube channel, while secondary data were collected from relevant previous studies and literature. The findings indicate that Wardah gains economic benefits by transforming the use value of religious instruments into exchange value through Muslimah symbols constructed as the identity and emotional values of Muslim women, demonstrating that religion functions as a strategic element in digital content production that is leveraged to more effectively reach target audiences and ultimately generate profits for the brand.
FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
KOMODIFIKASI AGAMA: PENGGUNAAN SIMBOL MUSLIMAH DALAM KAMPANYE DIGITAL WARDAH RAMADHAN SERIES 2025 (Text)
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