The Commodification of Religious Arguments in Digital Marketing: A Semiotic Study by Roland Barthes on the TikTok Account @Jilbrave
DOI:
https://doi.org/10.12928/taqaddumi.v5i1.12132Keywords:
Commodification of Religion, Semiotic, Tiktok, Digital Marketing EthicsAbstract
Social media has had a widespread influence on the industrial world, with some players successfully shifting from an exploitative orientation to religious-themed production. With the largest Muslim population in the world, Indonesia has become a potential market for capitalists to exploit the Muslim segment. The commodification of religion is rampant on digital platforms, one example being the branding of products by incorporating religious values. This study examines the phenomenon of product packaging using Quranic verses and hadiths on the @Jilbrave account on the TikTok platform. Specifically, this issue will be analyzed using Roland Barthes' semiotic theory. The results of this study show that the commodification patterns employed by the @Jilbrave account not only focus on religious attributes but also involve branding products with religious texts presented in their raw form. The account produces new meanings by interpreting the texts in question. The @Jilbrave posts are highly popular among netizens, so the meanings produced have significant appeal, suggesting that Muslimah fashion has run out of promotional models and is now leveraging religious texts as marketing capital.
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