Commodification of Religion and Pop Culture on Social Media: Netnographic Studies
Abstract
Instagram accounts owned by cultural industry have been followed by millions of followers and are not limited to a
group of people in a country because cyberspace creates unlimited communities. Cultural industries that use Instagram
place halal (allowed in Islam) and syar'i (based on Islamic law) labels as important elements in promoting their
commodities. The following article tries to look at the commodification of several posts on Instagram that are related to
religious identity and the implications that are formed by the cultural industry in Muslim communities. The following
qualitative research is analyzed by content analysis based on data collection - neographic studies - from several
Instagram accounts, such as travel, fashion, and cosmetics agent acoounts which utilize Islamic attributes. The results
of this study indicate that the cultural industry always introduces new trends of pop culture through Instagram by
using religious attributes, such as using the terms halal, syar'i, or Muslim. Religion as an agency is widely used by the
cultural industry in advertising its commodities. In addition, the agency is a tool to persuade consumers to buy
commodities and at the same time it is able to identify consumers as pious and modern Muslims.
Keywords:
References
Allerton, C. (2009). Introduction: Spiritual Landscapes of Southeast Asia. Anthropological
Forum, 19(3), 235-251.
Ammerman, N. T. (eds). (2007). Everyday Religion: Observing Modern Religious Lives. New York:
Oxford University Press.
Atmadja, N. B. & Maryati, T. (2014). Geria Pusat Industri Banten Ngaben di Bali
Perspektif Sosiologi Komodifikasi Agama. Kawistara, 4(12), 111-224.
Boll, B. N. (2017). Image of Yoga: Instagram, Identity, and Western Imagination. Senior
Projects Spring 2017, 259. Retrieved from
http://digitalcommons.bard.edu/senproj_s2017/259
Bowler, G. M. (2010). Netnography: A Method Specifically Designed to Study Cultures and
Communities Online. The Qualitative Report, 15(5): 1270-1275.
Istiqomah, N. (2016). Mengungkap Mitos Simbol Halal dalam Iklan Kerudung Zoya di Instagram.
Skripsi. Universitas Diponegoro Semarang.
Kitiarsa, P. (2010). Menuju Sosiologi Komodifikasi Agama, dalam B.S. Turner eds. 2010.
The New Blackwell Companion to The Sociology of Religion. Terjemahan Daryatmo. 2013.
Sosiologi Agama. Yogyakarta: Pustaka Pelajar.
Kozinets, R.V. (2002). The Field Behind The Screen: Using Netnography for Marketing
Research in Online Communities. Journal of Marketing Research, 39, 61-72.
Kozinets, R.V. (2010). Netnografhy: Doing Ethnographic Research Online. Thousand Oaks, CA:
Sage Publications.
Martono, N. (2011). Metode Penelitian Kuantitatif: Analisis Isi dan Analisis Data Sekunder.
Jakarta: Raja Grafindo Persada.
Miller, V. J. (2004). ConsumingReligion: Christian Faith and Practice in A Consumer Culture.
London: Continuum.
Murlianti, S. (2014). Cycles of Beauty Culture: Ethnography of Beauty Clinics
Commodification. Jurnal Komunitas, 6(2), 189-196 doi: 10.15294/komunitas.v6il.3312
Narottama, N. (2016). Nyepi Holiday Package: Between Commercialization,
Commodification, and Revolting to Hegemony. E-Journal of Tourism Udayana University,
(1), 16-24.
Ritzer, G. (2003). The Postmodern Social Theory. Trans. Muhammad Taufik. 2010. Teori Sosial
Postmodern. Bantul: Kreasi Wacana.
Storey, J. (1996). Cultural Studies and The Study of Popular Culture: Theories and Methods. Trans.
Layli Rahmawati. 2010. Cultural Studies dan Kajian Budaya Pop. Yogyakarta: Jalasutra.
Susanto, N. H. (2018). Menangkal Radikalisme Atas Nama Agama Melalui Pendidikan
Islam Substantif. Nadwa, 12(1), 65-88.
Tilley, C. (2007). Materiality in Materials. Archaeological Dialogues, 14(1), 16-20.
Waninger, K. (2015). The Veiled Identity: Hijabistas, Instagram, and Branding in the Online Islamic
Fashion Industri. Thesis. Georgia State University.
Yuswohady, dkk. (2014). Marketing to the Middle Class Muslim. Jakarta: Gramedia.
http://www.wardahbeauty.com/inspiring-women, Retrieved on 25/9/2017
http://www.pands.co.id/, Retrieved on 25/9/20017.
https://www.halaltrip.com/about-us/, Retrieved on 25/09/2017.
https://www.hijup.com/id/pages/about, Retrieved on 25/09/2017.
https://www.havehalalwilltravel.com/about-us, Retrieved on 25/09/2017
Penjualan Makanan Halal Meningkat, Republika, 23 December 2013.
Tailand Mengembangkan Pariwisata Halal, Republika, 18 August 2013.
Downloads
Published
Article Statistics
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
