KOMODIFIKASI PRODUK KEAGAMAAN: STUDI DI KOMUNITAS TERAS DAKWAH
DOI:
https://doi.org/10.14421/jmd.2021.71-07Abstract
Fenomena dakwah dalam wacana keagamaan di Indonesia menjadi topik pembicaraan yang menarik. Pasalnya, gerakan dakwah yang dilakukan juga memiliki aktivitas bisnis di dalamnya. Hal ini diwakili oleh gerakan dakwah yang dilakukan Teras Dakwah. Mereka adalah komunitas muda Muslim yang terdiri dari berbagai aliran keagamaan, seperti NU, Muhammadiyah, Salafi, HTI, dan Tarbiyah. Strategi gerakan dakwah dilakukan dengan memasarkan berbagai produk komersial dan dibarengi dengan kegiatan dakwah. Penelitian ini menggunakan metode kualitatif dengan pendekatan etnografi dan melakukan wawancara untuk menambah data dan referensi dalam penyempurnaan penelitian. Peneliti menemukan bahwa memang etika kapitalisme Islam direduksi menjadi penyebaran global kapitalisme dan logika neoliberal pasar bebas. Jika ditelaah secara mendalam, komoditas religi Teras Dakwah tidak hanya digunakan sebagai bentuk ketakwaan (pitization), tetapi juga sebagai bentuk ikatan komunitas (community), gaya hidup (lifestyle), ekspresi diri (self-expression), identitas (identitas), hobi dan minat. kesenangan (kesenangan).
Kata kunci: Komodifikasi, Produk, Dakwah.
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