POPULISME RELIGIUS: Promosi Image-Branding Majelis Shalawat dalam Industri Dakwah Kontemporer

DOI: https://doi.org/10.33650/trilogi.v1i1.1593

Authors (s)


(1) * Anisah Nur Laili   (UIN Sunan Ampel Surabaya)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to show majalis shalawat as a new religious market in contemporary Indonesia. Focusing on Syubbanul Muslimin and related to other majelis shalawat groups, this study analyzed kiai, gus, or habaib’s approaches in marketing and expanding the Islamic da'wah industry in urban and rural areas. The results showed that while most religious preachers use public speaking skills in religious markets, a leader of the Syubbanul Muslim and other majelis shalawat leaders are utilizing performance in improving their religious and market authority. Through this performance, they are actually deploying marketing strategies of promotion and image-branding to increase the number of followers.

Keywords

Syubbanul Muslimin; promotion; image-branding; da'wah industry



Full Text: PDF



References


Barendregt, B., & Zanten, W. V. (2002). “Popular Music in Indonesia since 1998, in Particular Fusion, Indie, and Islamic Music on VideoCompact Discs and the Internet.” Yearbook for Traditional Music, 34, 67-113.

Dicks, B. 2003. “Action, Experience, Communication: Three Methodological Paradigms for Researching Multimodal and Multisensory Settings.” Qualitative Research Online. Diakses dari http://qrj.sagepub.com/content/early/2013/09/10/1468794113501687, 10 Februari 2017.

Fairuz, R. (2013). “Maulid and Shalawat in Popular Culture Perspective: Study of Jamaah Ahbabul Musthofa Yogyakarta.” Research Paper. Yogyakarta: Fakultas Adab dan Humaniora, UIN Sunan Kalijaga Yogyakarta.

Fauzanafi, M. Z. (2005). Reog Ponorogo: Menari di antara Dominasi dan Keragaman. Yogyakarta: Kepel Press.

Haq, M. N. (2019). Syubbanul Muslimin: Menebar Dakwah dengan Cinta. Probolinggo: Majelis Syubbanul Muslimin Press.

Hardiman, F. B. (2007). “Manusia sebagai Ada yang Mendunia: Maurice Merleau-Ponty tentang Tubuh dan Ruang.” Filsafat Fragmentaris. Yogyakarta: Kanisius.

Hirschkind, C. (2005). “Cassette Ethics: Public Piety and Popular Media in Egypt,” dalam Birgit Meyer dan Annelies Moors. Religion, Media, and the Public Sphere. Indianapolis: University of Indiana Press.

Howes, David (ed.). 1991. The Varieties of Sensory Experience: A Sourcebook in the Anthropologicy of the Senses. Toronto: University of Toronto Press.

Laksono, P. M. (1985). Tradisi dalam Struktur Masyarakat Jawa Kerajaan dan Pedesaan: Alih Ubah Berpikir Orang Jawa. Yogyakarta: Gadjah Mada University Press.

Lazuardi, E. (2009). “Menonton Perempuan Menonton.” Skripsi. Yogyakarta: Jurusan Antropologi, Fakultas Ilmu Budaya, Universitas Gadjah Mada Yogyakarta.

Miles, M. B., & Huberman, M. A. (1984). Qualitative Data AnalysisL A Sourcebook of New Methods. London: Sage Publications.

Muzakki, A. (2008). “Islam as a Symbolic Commodity: Transmitting and Consuming Islam through Public Sermons in Indonesia”. In P. Kitiarsa (ed.), Religious Commodifications in Asia: Marketing God (pp. 205-219). London and New York: Routledge.

Rosyid, N. (2008). “Pembentukan Hasrat Bershalawat Bersama Habib dalam Konteks Kapitalisme Lanjut di Indonesia.” Skripsi. Yogyakarta: Jurusan Antropologi, Fak. Ilmu Budaya, Universitas Gadjah Mada Yogyakarta.

Stange, P. (2009). Politik Perhatian: Rasa dan Kebudayaan Jawa. Yogyakarta: LKiS.

Whitehead, T. L. (2004). “What is Ethnography? Methodological, Ontological, and Epistemological Attributes.” Cultural Ecology & Health and Change.Maryland: University of Maryland, 2-24.

Woodward, M. et. al. (2012). “Ordering What is Right, Forbidding What is Wrong: Two faces of Hadhrami Dakwah in Contemporary Indonesia”. Review of Indonesian and Malaysian Affairs, 46(2), 105-146.


Dimensions, PlumX, and Google Scholar Metrics

10.33650/trilogi.v1i1.1593


Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Anisah Nur Laili

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

This ejournal system and its contents are licensed under

a Creative Commons Attribution-ShareAlike 4.0 International License