Reklamcılıkta İslami Uygulamaların Metalaştırılması: Endonezya Medyasında “Go-jek” Reklamına İlişkin Bir Örnek Olay İncelemesi

Year 2023, , 1 - 13, 28.12.2023

Nunung Nurhasanah , Moch Fakhruroji

https://doi.org/10.47951/mediad.1373104

Abstract

Bu makale, Go-jek uygulamasının geniş çerçevesi içerisinde İslam’la bağlantılı hizmetlerin teşvik edilmesi alanını incelemeye çalışmaktadır. Bu özel yön, dini metalaştırmanın bir biçimi olarak algılanabilir. Söylem analizini kullanan araştırma, İslami uygulamaların kusursuz bir şekilde yürütülmesine yardımcı olmayı amaçlayan “e-Bedah” bölümlerine odaklanıyor. Bu reklamlarda iletilen sloganlara ve jargona çok dikkat edilerek çok sayıda örnekten kapsamlı veriler toplandı. Bulgular, Go-jek’in eBadah bölümlerinde dinin metalaştırılmasının, izleyiciyi Go-jek uygulamasının kolaylaştırdığı çeşitli sosyal açıdan incelikli dini uygulamalara katılmaya teşvik eden görsel ve metinsel araçların kullanımında açıkça görüldüğünü gösteriyor. Bu olgu, reklamcılıkta dinin metalaştırılması ile özünde medya platformlarının yaygın doğasıyla bağlantılı olan dinin medyalaştırılması uygulaması arasındaki etkileşimin altını çizmektedir. eBadah örneğinde, Go-jek’in uygulaması aracılı dini uygulamaları tasvir ediyor ve medyanın bu tür uygulamalar için nasıl kolaylaştırıcı olarak hareket ettiğini vurguluyor.

Keywords

Dinin Metalaştırılması, İslami Uygulamalar, Dinin Medyalaştırılması, Reklam, e-Badah

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

Commodification of Religion, Islamic Practices, Mediatization of Religion, Advertising, e-Badah

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