Aziz, Zellent Addawia (2025) KOMODIFIKASI AGAMA DALAM DIGITAL CAMPAIGN WARDAH BERBASIS FILM PENDEK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
In the context of the modern communication industri, Digital Campaigns are no longer solely used for product marketing, but also function as a space for meaning production, interwoven with ideological and economic interests. This study examines the commodification of religious values in Wardah’s Digital Campaign “Ingat Setiap Niat”, which was released during the month of Ramadan in the form of a short film. The research focuses on how narrative elements, cinematic visuals, and religious themes are strategically structured to integrate spiritual values with branding objectives within the framework of media capitalism. Employing a qualitative approach, the study applies content analysis and in-depth interviews with members of the creative team behind the campaign. The analysis draws on the political economy of communication theory, particularly Vincent Mosco’s perspective on media commodification. The findings indicate that Wardah intentionally frames Islamic values in aesthetic, emotional, and universal ways to ensure broader market appeal, including to non-Muslim audiences. Religious concepts such as hijrah, intention (niat), and spiritual intimacy are conveyed through personal narratives and ideologically safe yet emotionally powerful cinematic visuals. This strategy represents a form of religious content commodification that blends spiritual expression with commercial interest, positioning religion as a cultural commodity within digital media frameworks. This research highlights how, within short film-based Digital Campaigns, religion is presented not only as a moral message but also as a commodified cultural product shaped by market logic.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Dalam lingkup industri komunikasi modern, kampanye digital tidak hanya digunakan untuk memasarkan produk, tetapi juga menjadi ruang produksi makna yang erat dengan kepentingan ideologis dan ekonomi. Penelitian ini mengkaji praktik komodifikasi nilai agama dalam kampanye digital Wardah bertema “Ingat Setiap Niat” yang dirilis pada bulan Ramadhan melalui format film pendek. Fokus penelitian diarahkan pada bagaimana elemen naratif, visual sinematik, dan tema religius disusun secara strategis untuk menggabungkan nilai-nilai spiritual dengan kepentingan branding dalam kerangka kerja kapitalisme media. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi dan wawancara mendalam terhadap pihak kreatif di balik produksi kampanye. Analisis dilakukan dengan menggunakan teori ekonomi politik komunikasi dalam fokus komodifikasi media dari Vincent Mosco. Hasil penelitian menunjukkan bahwa Wardah secara sadar membingkai nilai-nilai Islam dalam bentuk yang estetis, emosional, dan universal agar tetap dapat dikonsumsi oleh pasar yang lebih luas, termasuk audiens non-muslim. Nilai religius seperti hijrah, niat, dan kedekatan spiritual dikemas melalui narasi personal dan visual sinematik yang aman secara ideologis namun kuat secara emosional. Strategi ini merupakan bentuk komodifikasi konten keagamaan yang memadukan ekspresi spiritual dengan kepentingan komersial, menjadikan agama sebagai elemen yang bisa dikapitalisasi melalui media digital. Penelitian ini menegaskan bahwa dalam konteks kampanye digital berbasis film pendek, agama tidak hanya ditampilkan sebagai pesan moral, tetapi juga sebagai komoditas budaya yang dibingkai melalui logika pasar. | ||||||
| Uncontrolled Keywords: | religious commodification, Digital Campaign, short film, political economy of communication, Wardah Komodifikasi Agama, Kampanye Digital, Film Pendek, Ekonomi Politik Komunikasi, Wardah | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Unnamed user with email [email protected] | ||||||
| Date Deposited: | 25 Jul 2025 09:32 | ||||||
| Last Modified: | 25 Jul 2025 09:32 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51318 |
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