MEMASARKAN SHALAWAT: Dari Pasar Dakwah hingga Ekonomi Global

Nurul Huda* -  Universitas Nurul Jadid Probolinggo, Indonesia

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.

Keywords : majelis shalawat; da'wah market; global economy

  1. Einstein, M. (2008). Brands of Faith: Marketing Religion in Commercial Age. London and New York: Routledge.
  2. Harker, R., Mahar, C., & Wilkes, C. (eds). (2009). (Habitus x modal) + Ranah = Praktik, Pengantar Paling Komprehensif kepada Pemikiran Pierre Bourdieu. Yogyakarta: Jalasutra.
  3. 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.
  4. 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
  5. Hoesterey, J.B. (2016). Rebranding Islam: Piety, Prosperity, and A Self-Help Guru. California: Stanford University Press. DOI : 10.1355/sj32-2m
  6. Hoesterey, James B. (2008) “Prophetic Cosmopolitanism: Islam, Pop Psychology, and Civic Virtue in Indonesia,” City & Society, Vol. 24, Issue 1, hlm. 38-61.
  7. 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.
  8. 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.
  9. Kailani, N. (2015). Aspiring to Prosperity: The Economic Theology of Urban Muslims in Contemporary Indonesia. PhD thesis, University of New South Wales.
  10. Kertzer, D.I. (1988). Ritual, Politics, and Power. New Haven and London: Yale University Press.
  11. Lyon, D. (2000). Jesus in Disneyland: Religion in Postmodern Times. UK: Polity Press, Cambridge
  12. Mosco, V. (1996). The Political Economy of Communication. Singapore: SAGE Publications Asia-Pacific.
  13. 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.
  14. Rudnyckyj, D. (2010). Spiritual Economies: Islam, Globalization, and the Afterlife of Development. Ithaca: Cornell University Press. DOI : 10.1355/cs33-1j
  15. Rustandi, R. (2018). Analisis Wacana Kritis Komodifikasi Daí dalam Program Televisi. Communicatus: Jurnal Ilmu Komunikasi, 2(2), 197-222.
  16. 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.


TRILOGI: Jurnal Ilmu Teknologi, Kesehatan, dan Humaniora
Published by Lembaga Penerbitan, Penelitian, dan Pengabdian kepada Masyarakat (LP3M)
Universitas Nurul Jadid, Karanganyar, Paiton, Probolinggo, Jawa Timur, Indonesia 67291
Phone: 08231-800-79-53
Website: https://lp3m.unuja.ac.id/
Email: jurnal.trilogi@gmail.com

P-ISSN: 2774-4574 | E-ISSN: 2774-4582

This ejournal system and it's contents licensed under

a Creative Commons Attribution-ShareAlike 4.0 International License