KOMODIFIKASI AGAMA MELALUI SPIRITUAL HEALING DALAM KONTEN PROMOSI UMRAH PADA AKUN INSTAGRAM @MUSLIMSAFARPROJECT

Wafiq Salsabiilla, NIM.: 21102010018 (2025) KOMODIFIKASI AGAMA MELALUI SPIRITUAL HEALING DALAM KONTEN PROMOSI UMRAH PADA AKUN INSTAGRAM @MUSLIMSAFARPROJECT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In this digital era, social media is not only used as a medium for preaching, but also a promotional tool, so that religious values have the potential to experience a shift in meaning. Companies such as the Muslim Safar Project use social media as a medium for preaching and promotion, where the uploaded content is wrapped in religious visuals and narratives. Umrah is not only seen as a ritual of worship but also a spiritual experience that can ` provide peace of mind. This study aims to uncover the practice of religious commodification through Spiritual Healing in the promotional content of @muslimsafarproject. This type of research is a content analysis using the Charles Sanders Peirce semiotic analysis method. Data sources were obtained from content documentation. The results of this study indicate the practice of religious commodification in the promotional content of @muslimsafarproject in three forms: commodification of content through religious values packaged narratively and visually and linked to the emotional benefits of Umrah, commodification of the audience through the visual presentation of pilgrims aimed at forming identification and encouraging the audience's desire to purchase the services offered, and commodification of labor through the use of religious figures and admins as elements that strengthen trust in the audience. This study shows that religious content can experience a shift in meaning from sacred to commercial.

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