KOMODIFIKASI AGAMA DALAM IKLAN TELEVISI (STUDI ANALISIS SEMIOTIKA IKLAN ROYALE PARFUM HIJAB VERSI TAHUN 2020 DAN 2022)

Syahrazad Silma Putri, NIM.: 20102010039 (2024) KOMODIFIKASI AGAMA DALAM IKLAN TELEVISI (STUDI ANALISIS SEMIOTIKA IKLAN ROYALE PARFUM HIJAB VERSI TAHUN 2020 DAN 2022). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In this day and age, many advertisements on television use religious symbols and religious values to attract consumers. Where a religious use value experiences a shift in meaning to become a commercial exchange value, which is called religious commodification. The sudden rise of religious advertisements in various mass media seems to be evidence of the increasing practice of commodifying religion in products. For example, the 2020 and 2022 versions of the Royale Perfum Hijab clothing fragrance advertisement, which includes religious values in the advertisement. Where this attracts the attention of the public, especially those who are Muslim. This research aims to find out, identify, understand and explain forms of commodification of religion from the 2020 and 2022 versions of Royale Parfum Hijab television advertisements using Charles Sanders Peirce's semiotic analysis and seen from the perspective of mass media social reality construction and media political economy. The study in this research used qualitative methods using literature review, observation and documentation as data collection techniques. The results show that there are forms of religious commodification in the advertisement which are analyzed using Peirce's triangle of meaning, namely sign, object and interpretant. The commodification of religion is closely related to power and control over mass media content which is constructed by media workers to be conveyed to readers. This control is carried out through a communication process, where the messages conveyed by the mass media aim to influence audience perceptions. This research identifies how the commodification of religion occurs in advertising and the construction of social reality by mass media. Because in essence this research shows how religious elements can be transformed into commercial tools that influence the way individuals understand and practice their religion.

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