Reklamcılıkta İslami Uygulamaların Metalaştırılması: Endonezya Medyasında “Go-jek” Reklamına İlişkin Bir Örnek Olay İncelemesi
Öz
Bu makale, Go-jek uygulamasının geniş çerçevesi içerisinde İslam’la bağlantılı hizmetlerin teşvik edilmesi alanını incelemeye çalışmaktadır. Bu özel yön, dini metalaştırmanın bir biçimi olarak algılanabilir. Söylem analizini kullanan araştırma, İslami uygulamaların kusursuz bir şekilde yürütülmesine yardımcı olmayı amaçlayan “e-Bedah” bölümlerine odaklanıyor. Bu reklamlarda iletilen sloganlara ve jargona çok dikkat edilerek çok sayıda örnekten kapsamlı veriler toplandı. Bulgular, Go-jek’in eBadah bölümlerinde dinin metalaştırılmasının, izleyiciyi Go-jek uygulamasının kolaylaştırdığı çeşitli sosyal açıdan incelikli dini uygulamalara katılmaya teşvik eden görsel ve metinsel araçların kullanımında açıkça görüldüğünü gösteriyor. Bu olgu, reklamcılıkta dinin metalaştırılması ile özünde medya platformlarının yaygın doğasıyla bağlantılı olan dinin medyalaştırılması uygulaması arasındaki etkileşimin altını çizmektedir. eBadah örneğinde, Go-jek’in uygulaması aracılı dini uygulamaları tasvir ediyor ve medyanın bu tür uygulamalar için nasıl kolaylaştırıcı olarak hareket ettiğini vurguluyor.
Anahtar Kelimeler
Dinin Metalaştırılması İslami Uygulamalar Dinin Medyalaştırılması Reklam e-Badah
Kaynakça
- Afina, A. (2019). Hijrah artis sebagai komodifikasi agama. Jurnal Sosiologi Reflektif, 13(2), 331–350.
- Arifin, F. (2019). Mubalig Youtube dan komodifikasi konten dakwah. Al-Balagh : Jurnal Dakwah Dan Komunikasi, 4(1), 91. https://doi.org/10.22515/balagh.v4i1.1718
- Barker, C. (2002). Making sense of cultural studies: Central Problems and Critical Debates. London: SAGE Publications.
- Baudrillard, J. (2011). Masyarakat konsumsi (terj.). Yogyakarta: Kreasi Wacana.
- Baudrillard, J. (2019). For a critique of the political economy of the sign (Translated; C. Levin, ed.). London & New York: Verso.
- Burton, G. (2007). Membincangkan televisi (Terj.). Yogyakarta: Jalasutra.
- Couldry, N. (2008). Mediatization or mediation? Alternative understandings of the emergent space of digital storytelling. New Media and Society, 10(3), 373–391. https://doi.org/10.1177/1461444808089414
- Dhavamony, M. (1995). Fenomenologi agama. Yogyakarta: Kanisius.
- Durkheim, E. (1965). The elementary forms of religious life. Free Press.
- Fairclough, N. (2010). Critical discourse analysis: The critical study of language. London: Routledge.
- Fakhruroji, M. (2010). Komodifikasi sebagai Masalah Dakwah. Ilmu Dakwah: Academic Journal for Homiletic Studies, 5(16), 1–18. https://doi.org/https://doi.org/10.15575/idajhs.v5i16.352
- Fakhruroji, M. (2015). Mediatization of religion in “Texting Culture”: Self-help religion and the shifting of religious authority. Indonesian Journal of Islam and Muslim Societies, 5(2), 231–254. https://doi.org/10.18326/ijims.v5i2.231-254
- Fakhruroji, M. (2017). Dakwah di era media baru: Teori dan Aktivisme Dakwah di Internet. Bandung: Simbiosa Rekatama Media.
- Fakhruroji, M. (2019). Digitalizing Islamic lectures: Islamic apps and religious engagement in contemporary Indonesia. Contemporary Islam, 13(2), 201–215. https://doi.org/10.1007/s11562-018-0427-9
- Fakhruroji, M. (2021). Mediatisasi agama: Konsep, kasus, dan implikasi. Bandung: LEKKAS.
- Fakhruroji, M. (2023). Public Islam and preacher-disruptors in Indonesia: A case study. In J. Millie (Ed.), The “Crossed-Out God” in the Asia-Pacific (pp. 111–127). Singapore: Palgrave Macmillan. https://doi.org/https://doi.org/10.1007/978-981-99-3354-9_6
- Fakhruroji, M., Rustandi, R., and Busro. (2020). Bahasa agama di media sosial: Analisis framing pada media sosial “Islam Populer.” Jurnal Bimas Islam, 13(2), 204–234.
- Hall, T. W. (1986). Religion: An introduction. New York: HarperCollins San Fransisco.
- Hjarvard, S. (2008). The mediatization of religion: A theory of the media as agents of religious change. Northern Lights: Film and Media Studies Yearbook, 6, 9–26.
- Hjarvard, S. (2011). The mediatization of religion: Theorising religion, media and social change. Culture and Religion, 12(2).
- Hjarvard, S. and Petersen, L. N. (2013). Mediatization and cultural change. MedieKultur, 29(54), 1–7. https://doi.org/10.7146/mediekultur.v29i54.8123
- Ibrahim, I. S. and Akhmad, B. A. (2014). Komunikasi & Komodifikasi: Mengkaji media dan Budaya dalam dinamika globalisasi. Jakarta: Yayasan Pustaka Obor Indonesia.
- Kahmad, D. (2002). Sosiologi agama. Bandung: Remaja Rosdakarya.
- Kitiarsa, P. (2008). Religious commodification in Asia: Marketing Gods. London: Routledge.
- Lundby, K. (2014). Mediatization of communication. Berlin: Walter de Gruyter.
- Millie, J. (2017). Hearing Allah’s call: Preaching and performance in Indonesian Islam. New York: Cornell University Press.
- Mosco, V. (1996). The political economy of communication. London: SAGE Publications Ltd.
- Schraf, B. R. (1995). Kajian sosiologi agama (Translated). Yogyakarta: Tiara Wacaana.
- Suryanto. (2011). Iklan dan komodifikasi agama. Universitas Gadjah Mada, Yogyakarta.
- Wach, J. (1958). The comparative study of religions (J. M. Kitagawa, Ed.). New York: Columbia University Press.
- Ward, G. (2005). The commodification of religion, or the consummation of capitalism. In C. Davis, J. Milbank, & S. Iek (Eds.), Theologiy and the Political (pp. 327–339). Durham: Duke University Press.
Commodification of Islamic Practices in Advertisement: A Case Study of “Go-jek” Advertisement in Indonesian Media
Öz
This article endeavors to delve into the realm of promoting services connected to Islam within the expansive domain of the Go-jek application. This particular aspect can be perceived as a form of religious commodification. Employing the discourse analysis, the exploration focuses on the episodes of “e-Badah,” which aim to aid in the seamless execution of Islamic practices. Extensive data was gathered from numerous instances, paying close attention to the taglines and jargon conveyed within these advertisements. The findings indicate that the commodification of religion within Go-jek’s eBadah episodes is evident in the utilization of visual and textual tools that encourage the audience to partake in the various socially nuanced religious practices facilitated by the Go-jek app. This phenomenon underscores the interplay between the commodification of religion in advertising and the practice of mediatization of religion, which is intrinsically linked to the pervasive nature of media platforms. In the case of eBadah, Go-jek’s app depicts mediated religious practices and highlights how media acts as a facilitator for such practices.
Anahtar Kelimeler
Commodification of Religion Islamic Practices Mediatization of Religion Advertising e-Badah
Kaynakça
- Afina, A. (2019). Hijrah artis sebagai komodifikasi agama. Jurnal Sosiologi Reflektif, 13(2), 331–350.
- Arifin, F. (2019). Mubalig Youtube dan komodifikasi konten dakwah. Al-Balagh : Jurnal Dakwah Dan Komunikasi, 4(1), 91. https://doi.org/10.22515/balagh.v4i1.1718
- Barker, C. (2002). Making sense of cultural studies: Central Problems and Critical Debates. London: SAGE Publications.
- Baudrillard, J. (2011). Masyarakat konsumsi (terj.). Yogyakarta: Kreasi Wacana.
- Baudrillard, J. (2019). For a critique of the political economy of the sign (Translated; C. Levin, ed.). London & New York: Verso.
- Burton, G. (2007). Membincangkan televisi (Terj.). Yogyakarta: Jalasutra.
- Couldry, N. (2008). Mediatization or mediation? Alternative understandings of the emergent space of digital storytelling. New Media and Society, 10(3), 373–391. https://doi.org/10.1177/1461444808089414
- Dhavamony, M. (1995). Fenomenologi agama. Yogyakarta: Kanisius.
- Durkheim, E. (1965). The elementary forms of religious life. Free Press.
- Fairclough, N. (2010). Critical discourse analysis: The critical study of language. London: Routledge.
- Fakhruroji, M. (2010). Komodifikasi sebagai Masalah Dakwah. Ilmu Dakwah: Academic Journal for Homiletic Studies, 5(16), 1–18. https://doi.org/https://doi.org/10.15575/idajhs.v5i16.352
- Fakhruroji, M. (2015). Mediatization of religion in “Texting Culture”: Self-help religion and the shifting of religious authority. Indonesian Journal of Islam and Muslim Societies, 5(2), 231–254. https://doi.org/10.18326/ijims.v5i2.231-254
- Fakhruroji, M. (2017). Dakwah di era media baru: Teori dan Aktivisme Dakwah di Internet. Bandung: Simbiosa Rekatama Media.
- Fakhruroji, M. (2019). Digitalizing Islamic lectures: Islamic apps and religious engagement in contemporary Indonesia. Contemporary Islam, 13(2), 201–215. https://doi.org/10.1007/s11562-018-0427-9
- Fakhruroji, M. (2021). Mediatisasi agama: Konsep, kasus, dan implikasi. Bandung: LEKKAS.
- Fakhruroji, M. (2023). Public Islam and preacher-disruptors in Indonesia: A case study. In J. Millie (Ed.), The “Crossed-Out God” in the Asia-Pacific (pp. 111–127). Singapore: Palgrave Macmillan. https://doi.org/https://doi.org/10.1007/978-981-99-3354-9_6
- Fakhruroji, M., Rustandi, R., and Busro. (2020). Bahasa agama di media sosial: Analisis framing pada media sosial “Islam Populer.” Jurnal Bimas Islam, 13(2), 204–234.
- Hall, T. W. (1986). Religion: An introduction. New York: HarperCollins San Fransisco.
- Hjarvard, S. (2008). The mediatization of religion: A theory of the media as agents of religious change. Northern Lights: Film and Media Studies Yearbook, 6, 9–26.
- Hjarvard, S. (2011). The mediatization of religion: Theorising religion, media and social change. Culture and Religion, 12(2).
- Hjarvard, S. and Petersen, L. N. (2013). Mediatization and cultural change. MedieKultur, 29(54), 1–7. https://doi.org/10.7146/mediekultur.v29i54.8123
- Ibrahim, I. S. and Akhmad, B. A. (2014). Komunikasi & Komodifikasi: Mengkaji media dan Budaya dalam dinamika globalisasi. Jakarta: Yayasan Pustaka Obor Indonesia.
- Kahmad, D. (2002). Sosiologi agama. Bandung: Remaja Rosdakarya.
- Kitiarsa, P. (2008). Religious commodification in Asia: Marketing Gods. London: Routledge.
- Lundby, K. (2014). Mediatization of communication. Berlin: Walter de Gruyter.
- Millie, J. (2017). Hearing Allah’s call: Preaching and performance in Indonesian Islam. New York: Cornell University Press.
- Mosco, V. (1996). The political economy of communication. London: SAGE Publications Ltd.
- Schraf, B. R. (1995). Kajian sosiologi agama (Translated). Yogyakarta: Tiara Wacaana.
- Suryanto. (2011). Iklan dan komodifikasi agama. Universitas Gadjah Mada, Yogyakarta.
- Wach, J. (1958). The comparative study of religions (J. M. Kitagawa, Ed.). New York: Columbia University Press.
- Ward, G. (2005). The commodification of religion, or the consummation of capitalism. In C. Davis, J. Milbank, & S. Iek (Eds.), Theologiy and the Political (pp. 327–339). Durham: Duke University Press.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | İletişim Teknolojisi ve Dijital Medya Çalışmaları |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 28 Aralık 2023 |
| Yayımlandığı Sayı | Yıl 2023 Cilt: 6 Sayı: 2 |
MEDYA VE DİN ARAŞTIRMALARI DERGİSİ (MEDİAD) - JOURNAL OF MEDIA AND RELIGION STUDIES