Skripsi

KOMODIFIKASI ISLAM DALAM PEMASARAN BRAND FASHION MUSLIM LOKAL (STUDI PADA BRAND MOSLEMIND)

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This research aims to determine the Commodification of Islam in Marketing of Local Muslim Fashion Brands (Study on Brand Moslemind). Data collection used qualitative methods by conducting observations, interviews and documentation studies on the five selected informants. This research uses Content Commodification theory from Vincent Moscow (2010) which explains that commodification is a process that involves changing or transforming media messages into marketable products. In its development, Content Commodification has three dimensions, namely Media Commodification, Audience Commodification, Worker Commodification. The research results show that Islam is used as a commodification tool that initially has no selling value and is then transformed into something useful. Commodification of Islam involves economic growth in related industries and increased accessibility to products and services that reflect Islamic values. However, perceptions of concerns related to authenticity, use of religious symbols, and potential commercialization may cause controversy among Muslim communities and distort the original meaning of these values. Keywords: Fashion, Commodification of Islam, Religious Symbols

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Detail Information

Series Title

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Call Number

T1580062024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2024

Collation

xviii, 111 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

306.483 07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Komodifikasi — Islam

Specific Detail Info

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Statement of Responsibility

TUTI

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