KOMODIFIKASI AGAMA (STUDI KASUS IKLAN BISKUIT KOKOLA VERSI "MAMA TAHU SENDIRI")

Andi Sebastian, NIM.: 21202011008 (2023) KOMODIFIKASI AGAMA (STUDI KASUS IKLAN BISKUIT KOKOLA VERSI "MAMA TAHU SENDIRI"). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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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.

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Prof. Dr. Hj. Marhumah, M.Pd
Uncontrolled Keywords: Komodifkasi Agama, Semiotika, MUI Jawa Timur
Subjects: Penyiaran Islam
Komunikasi
Divisions: Fakultas Dakwah dan Komunikasi > Komunikasi dan Penyiaran Islam (S-2)
Depositing User: Muh Khabib, SIP.
Date Deposited: 12 May 2023 15:01
Last Modified: 12 May 2023 15:01
URI: http://digilib.uin-suka.ac.id/id/eprint/58559

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