eprintid: 75866
rev_number: 10
eprint_status: archive
userid: 12243
dir: disk0/00/07/58/66
datestamp: 2026-03-31 02:23:06
lastmod: 2026-03-31 02:23:06
status_changed: 2026-03-31 02:23:06
type: thesis
metadata_visibility: show
contact_email: muchti.nurhidaya@uin-suka.ac.id
creators_name: Rifqi Dheva Za’im, NIM.: 22102010026
title: KOMODIFIKASI AGAMA: PENGGUNAAN SIMBOL MUSLIMAH DALAM KAMPANYE DIGITAL WARDAH RAMADHAN SERIES 2025
ispublished: pub
subjects: 297.74
divisions: jur_kpi
full_text_status: restricted
keywords: commodification; digital campaign; muslimah symbols; religion; semiotics
note: Irawan Wibisono, S.I.Kom, M.I.Kom.
abstract: 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.
date: 2025-12-30
date_type: published
pages: 124
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS DAKWAH DAN KOMUNIKASI
thesis_type: skripsi
thesis_name: other
citation:   Rifqi Dheva Za’im, NIM.: 22102010026  (2025) KOMODIFIKASI AGAMA: PENGGUNAAN SIMBOL MUSLIMAH DALAM KAMPANYE DIGITAL WARDAH RAMADHAN SERIES 2025.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/75866/1/22102010026_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/75866/2/22102010026_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf