MEMASARKAN SHALAWAT: Dari Pasar Dakwah hingga Ekonomi Global


Authors (s)

(1) * Nurul Huda   (Universitas Nurul Jadid Probolinggo)  
(*) Corresponding Author


This article attempts to figure out the ways the commodification strategy which is carried out by Majelis Shalawat is not only to increase the number of majelis followers, but also to take advantage of their loves in order to increase and maintain the existence of the majelis in the midst of the religious industry in Indonesia. Using the critical discourse analysis method to the religious symbols of Syubbanul Muslimin in Probolinggo, this study finds that in shalawat stage with various religious symbols, there is an unavoidable economic mechanism, a pivot point between religion and market which certainly becomes a new hope on the one side as well as a challenge on the other side in the context of a global economy. This mechanism works through the formation of space (spatialization) in the virtual realm and the real network of the da'wah market.


majelis shalawat; da'wah market; global economy

Full Text: PDF


Einstein, M. (2008). Brands of Faith: Marketing Religion in Commercial Age. London and New York: Routledge.

Harker, R., Mahar, C., & Wilkes, C. (eds). (2009). (Habitus x modal) + Ranah = Praktik, Pengantar Paling Komprehensif kepada Pemikiran Pierre Bourdieu. Yogyakarta: Jalasutra.

Herbert, D.E.J. (2011). “Theorizing Religion and Media in Contemporary Societies: An Account of Religious ‘Publicization’.” European Journal of Cultural Studies, 14(6), 626-646.

Hoesterey, J.B. (2012). “Prophetic Cosmopolitanism: Islam, Pop Psychology, and Civic Virtue in Indonesia”. City and Society, 24(1), 38-61. DOI : 10.1111/j.1548-744X.2012.01067.x

Hoesterey, J.B. (2016). Rebranding Islam: Piety, Prosperity, and A Self-Help Guru. California: Stanford University Press. DOI : 10.1355/sj32-2m

Hoesterey, James B. (2008) “Prophetic Cosmopolitanism: Islam, Pop Psychology, and Civic Virtue in Indonesia,” City & Society, Vol. 24, Issue 1, hlm. 38-61.

Howell, J. (2008). “Modulations of Active Piety: Professors and Televangelists as Promoters of Indonesian Sufism”. In G. Fealy & S. White (eds.), Expressing Islam: Religious Life and Politics in Indonesia (pp. 63-85). Singapore: Institute of Southeast Asian Studies.

Howell, Julia Day. “Introduction: Sufism and Neo-Sufism in Indonesia Today”, Review of Indonesian and Malaysian Affairs, Vol. 46, No. 2, 2012, hlm. 1-24.

Kailani, N. (2015). Aspiring to Prosperity: The Economic Theology of Urban Muslims in Contemporary Indonesia. PhD thesis, University of New South Wales.

Kertzer, D.I. (1988). Ritual, Politics, and Power. New Haven and London: Yale University Press.

Lyon, D. (2000). Jesus in Disneyland: Religion in Postmodern Times. UK: Polity Press, Cambridge

Mosco, V. (1996). The Political Economy of Communication. Singapore: SAGE Publications Asia-Pacific.

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.

Rudnyckyj, D. (2010). Spiritual Economies: Islam, Globalization, and the Afterlife of Development. Ithaca: Cornell University Press. DOI : 10.1355/cs33-1j

Rustandi, R. (2018). Analisis Wacana Kritis Komodifikasi Daí dalam Program Televisi. Communicatus: Jurnal Ilmu Komunikasi, 2(2), 197-222.

Stassen, G.H. (2012). “God’s Vision for the Church-Kingdom Discipleship”. In Gushee, D.P. (ed.). A New Evangelical Manifesto: A Kingdom Vision for the Common Good (pp. 50-56). St. Louis, Mo.: Chalice Press.

Article View

Abstract views : 285 times | PDF files viewed : 286 times

Dimensions, PlumX, and Google Scholar Metrics



  • There are currently no refbacks.

Copyright (c) 2020 Nurul Huda

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