KOMODIFIKASI AGAMA MELALUI IKLAN TELEVISI (STUDI KASUS IKLAN TELEVISI BERLABEL HALAL)

Abstract

Religion in the present era is inseparable from commodification. The change in the<br />paradigm of religion which regulates human life delivered through tauziah-tauziah<br />in pengajian or mosque is now beginning to shift to the culture of commodification<br />through advertising on television media. This shift began to penetrate the media used<br />in understanding the teachings of Islam which are more acceptable to the people of the<br />present era by using halal labels in them. This article discusses the commodification of<br />religion through television advertising case studies on halal-labeled advertisements.<br />The method used is a library research that will be described narratively. The results<br />of the discussion of this article are the existence of new phenomena in expressing<br />Islamic values in the lives of individuals in the current technological era. The presence<br />of Islam that is accepted taken for grated, namely an individual prefers what is in<br />accordance with him and in accordance with his religion. So what is not appropriate<br />will be considered not as the identity of the individual. Besides that there is destabilized<br />identify, that is religion is used as an alternative to create a new identity. In addition,<br />these signs have led to the concept of symbolic capital, a position where an identity<br />can shape the position of an individual in his social class<br />Keywords: Commodification of Religion, Islam, Halal Labeled Advertising, Television<br />Media