relation: https://eprints.untirta.ac.id/51318/
title: KOMODIFIKASI AGAMA DALAM DIGITAL CAMPAIGN  WARDAH BERBASIS FILM PENDEK
creator: Aziz, Zellent Addawia
subject: Communication (General)
description: 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.
date: 2025
type: Thesis
type: NonPeerReviewed
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language: id
identifier: https://eprints.untirta.ac.id/51318/1/Zellent%20Addawia%20Aziz_6662210056_Fulltext.pdf
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language: en
identifier: https://eprints.untirta.ac.id/51318/3/Zellent%20Addawia%20Aziz_6662210056_01.pdf
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identifier: https://eprints.untirta.ac.id/51318/4/Zellent%20Addawia%20Aziz_6662210056_02.pdf
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identifier: https://eprints.untirta.ac.id/51318/5/Zellent%20Addawia%20Aziz_6662210056_03.pdf
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identifier: https://eprints.untirta.ac.id/51318/6/Zellent%20Addawia%20Aziz_6662210056_04.pdf
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identifier: https://eprints.untirta.ac.id/51318/7/Zellent%20Addawia%20Aziz_6662210056_05.pdf
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identifier: https://eprints.untirta.ac.id/51318/8/Zellent%20Addawia%20Aziz_6662210056_Ref.pdf
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identifier: https://eprints.untirta.ac.id/51318/9/Zellent%20Addawia%20Aziz_6662210056_CP.pdf
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language: en
identifier: https://eprints.untirta.ac.id/51318/10/Zellent%20Addawia%20Aziz_6662210056-Lamp.pdf
identifier:   Aziz, Zellent Addawia  (2025) KOMODIFIKASI AGAMA DALAM DIGITAL CAMPAIGN WARDAH BERBASIS FILM PENDEK.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.