Commodification of Islamic Practices in Advertisement: A Case Study of “Go-jek” Advertisement in Indonesian Media

Abstract

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.

Keywords

• dinin metalaştırılması
• i̇slami uygulamalar
• dinin medyalaştırılması
• reklam
• e-badah
• commodification of religion
• islamic practices
• mediatization of religion
• advertising
• e-badah