Article Per Year (5 Year)
p-Index From 2021 - 2026
1.037
P-Index
This Author published in this journals
All Journal Jurnal KOMUNIKA Jurnal The Messenger ETTISAL Journal of Communication Jurnal Litbang: Media Informasi Penelitian, Pengembangan dan IPTEK Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Pewarta Indonesia Bulletin of Social Informatics Theory and Application
S. Bekti Istiyanto, S. Bekti
Unknown Affiliation
Religion Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Published : 7 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : ETTISAL Journal of Communication

 1 
Does The Sexual Violence The Fault Of Man Or The Fault Of Woman's Stupidity? When Religious Commodification and Offensive Marketing Go Hand in Hand Kusumastuti, Retno Dyah; Istiyanto, S. Bekti
ETTISAL : Journal of Communication Vol. 8 No. 2 (2023): ETTISAL : Journal of Communication
Publisher : Universitas Darussalam Gontor collaboration with ISKI (Ikatan Sarjana Ilmu Komunikasi Indo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ejoc.v8i2.11643

Abstract

Religious commodification, especially Islamic commodification has been rampant in modern times. This phenomenon also emboldens brands with religious symbolism to conduct offensive marketing, namely Rabbani. This research further investigates the integration of religious commodification and offensive marketing conducted by the Rabbani brand. This research utilized a qualitative and descriptive approach through the case study of Rabbani offensive marketing. The findings of this research are Rabbani has benefitted from religious commodification practices. This in turn emboldens Rabbani to engage in offensive marketing by attacking Muslim women who did not wear the veil. This research implies that religious commodification could also bring a negative impact, especially if this practice is coupled with offensive marketing. Thus, consumers need to be more critical and not easily convinced by the offerings of products that rely on religious commodification, especially if these products use unethical marketing practices such as offensive marketing.
Co-Authors Annisarizki, Annisarizki Ari Putra Emil, Julia Putri Fansyiari, Dzanun Nur Sholihatin Priyantono, Mochammad Bagus Puspitasari, Wuryanti Ramdhani , Lalu Gilang Obidia Retno Dyah Kusumastuti, Retno Dyah Rifai, Muhammad Abdul Faiz Siska Mardiana Wahyuningsih, Kartika Wiwik Novianti