THE COMMODIFICATION OF DEVOUT MUSLIM IDENTITY THROUGH ENDORSEMENT PICTURES POSTED ON OKI SETIANA DEWI’S INSTAGRAM
Islam as the majority of religion in Indonesia was spread by adapting it to Indonesian culture. Consequently, some Islamic aspects are perceived differently from the rightful source Al-Quran and the Hadith. At present, Islam has become a commodity market in Indonesia. Mass media, syar’i clothing,...
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| Format: | Theses and Dissertations NonPeerReviewed |
| Language: | English English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://repository.unair.ac.id/64206/1/FS%20BE%20110-17%20Afi%20t%20Abstrak.pdf http://repository.unair.ac.id/64206/2/FS%20BE%20110-17%20Afi%20t%20Sec.pdf http://repository.unair.ac.id/64206/ http://lib.unair.ac.id |
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| Institution: | Universitas Airlangga |
| Language: | English English |
| Summary: | Islam as the majority of religion in Indonesia was spread by adapting it to
Indonesian culture. Consequently, some Islamic aspects are perceived differently
from the rightful source Al-Quran and the Hadith. At present, Islam has become a
commodity market in Indonesia. Mass media, syar’i clothing, syariah banking,
bring Islam as a commodity product to attract market interest which is also livened
up by entertainment business in Indonesia which produce devout Muslim
celebrities. The devout Muslim celebrities use their identity to promote Islam as a
commodity by performing their devoutness in their works. One of the celebrities
who has a huge role in promoting Islam as a new form of industry is Oki Setiana
Dewi. One of Oki Setiana Dewi’s ways to promote her Islam devoutness is
through endorsement pictures on her Instagram account. As it is believed that
celebrity endorsement is the most effective way to promote products, celebrity
endorsement also delivers the process of cultural meanings that keep shifting in
the society. Thus, this study focuses on how Oki Setiana Dewi delivers her
meanings about Islamic values that keep shifting through the process of celebrity
endorsement. Using critical approach and Grant McCracken’s celebrity
endorsement theory, the perceived meanings of changed Islamic values in the
society are revealed. The writer also uses Anti-essential identity as the supporting
theory to reveal how Oki Setiana Dewi presents her identity as a devout Muslim
that keeps changing. The results show that Islam in Indonesian society has been
redefined, and the society gradually neglect fundamental Islamic values by selling
their devoutness to appear as a devout Muslim. Thus, it can be concluded that the
identity of devout Muslim has been commodified and commercialized |
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