BINGKAI DAKWAH AKSI INDOSIAR (Konstruksi Sosial, Kompetisi, dan Pasar)

Almaratus Sholihah, NIM: 17202010017 (2021) BINGKAI DAKWAH AKSI INDOSIAR (Konstruksi Sosial, Kompetisi, dan Pasar). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

AKSI (Akademi Sahur Indonesia) isone of the religious programs on Indosiar television station which airs in the month of Ramadan. The habit of sahur while watching television makes this show enjoyed by all people. AKSI Indosiar’s Da'wah combines lectures, entertainment, education, religious knowledge and competitions fram into a competition. The presence of young preachers who appeared in this event, indirectly gave the construction of religious knowledge to the wider community. The importance of this study is to find out how the AKSI Indosiar dakwah frame seen in terms of the social construction that is built in this program, the da'wah framed in the competition, and the target market segmentation. This research also confirms the fundamental reason of why Indosiar made da'wah as a competitive arena. This research is a qualitative research with a case study method that assists the author in analyzing phenomena based on components in the elements of social construction and the commodification of da'wah through the media. The framing analysis using Robert N analysis model is a research used by researchers with data collection techbiques in the form of observation, interview, and documentation. While data analysis was carried out through analysis strategy by Hubermen & Mile included data collection, data reduction, data presentation and conclucion. The results showed that the social construction of AKSI Indosiar was built with the tagline “guidance and show”. Participants with unique characters in presenting light and edutainment da'wah materials are more easily accepted and become the public's attention. AKSI Indosiar in the broadcasting industry which competes with other religious programs uses a programming strategy to maintain the quality and quantity of its programs. The commodification of da'wah content is made marketable through preaching that is entertaining without leaving the essence of the da'wah values itself. The audience as a commodity is involved in determining the winner through votes and as audience participation. Da'wah with a competitive method broadcast before the dawn in the month of Ramadan is considered to be right on target.AKSI Indosiar’s market segmentation in terms of demographics includes allages, geographicallycovers the entire territory of Indonesia, and psychographically is aimed at community groups who are predominantly Muslim. Between construction,competition, and market segmentation, there is a tendency pattern that is inseparable in maintaining the continuity of a television program. Indosiar made da'wah as a competitive arena for education and entertainment, not campaigning for certain ideologies and ideas, either from program organizers or from AKSI participants.

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