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All Journal Jurnal Dakwah: Media Komunikasi dan Dakwah
Indriyani, Putri Isma
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Religion Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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An Analysis of the Use of Religious Values in Commercial Advertising: A Da'wah and Communication Approach Based on Charles Sanders Peirce's Theory Indriyani, Putri Isma
Jurnal Dakwah Vol. 25 No. 1 (2024)
Publisher : Fakultas Dakwah dan Komunikasi UIN Sunan Kalijaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/jd.2024.25102

Abstract

This study analyzes the commodification of religious values in the advertising world with reference to the theory of Charles Sanders Peirce. Religious values are often used as marketing tools to influence consumer perceptions and behaviors. The aim of this study is to understand how religious values are transformed into commodities in advertisements and how this is reflected in Peirce's theory of signs and meaning. This research employs a qualitative approach by analyzing advertisements that utilize religious value elements as their main attraction. The results of the analysis show that these advertisements employ commodification strategies by transforming the meaning of religious values into something that can be traded and consumed. The implication is the importance of critiquing advertising practices that use religious values for commercialization purposes. This study contributes to understanding the dynamics of commodifying religious values and its influence on consumer society in the context of modern advertising.
SUNFLOWER METAPHOR IN DA'WAH THROUGH MUSIC : Analysis of Spirituality and the Meaning of the Song 'Gala Bunga Matahari' by Sal Priadi Indriyani, Putri Isma; Makrifatul Illah
Jurnal Dakwah Vol. 25 No. 2 (2024)
Publisher : Fakultas Dakwah dan Komunikasi UIN Sunan Kalijaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/jd.2024.25201

Abstract

This study explores da'wah's spiritual and communicative aspects embedded in Sal Priadi's song "Gala Bunga Matahari." The research investigates how the sunflower metaphor is employed to convey themes of loss, hope, and emotional resilience in the context of da'wah through music. Utilizing a qualitative method with textual analysis, the study delves into the lyrical content to uncover the spiritual messages conveyed. The findings indicate that the song effectively serves as a medium for da'wah, facilitating spiritual reflection and providing solace to its listeners. The study concludes that music, as exemplified in this song, can significantly convey da'wah messages by addressing profound emotional and spiritual experiences. [Penelitian ini bertujuan untuk mengeksplorasi aspek spiritual dan komunikatif dakwah yang tertanam dalam lagu "Gala Bunga Matahari" karya Sal Priadi. Penelitian ini menyelidiki bagaimana metafora bunga matahari digunakan untuk menyampaikan tema kehilangan, harapan, dan ketahanan emosional dalam konteks dakwah melalui musik. Dengan menggunakan metode kualitatif melalui analisis teks, penelitian ini mengkaji isi lirik untuk mengungkap pesan spiritual yang disampaikan. Temuan menunjukkan bahwa lagu ini secara efektif berfungsi sebagai media dakwah, memfasilitasi refleksi spiritual dan memberikan penghiburan kepada pendengarnya. Penelitian ini menyimpulkan bahwa musik, seperti yang dicontohkan dalam lagu ini, dapat berperan signifikan dalam menyampaikan pesan dakwah dengan mengatasi pengalaman emosional dan spiritual yang mendalam].
Co-Authors Makrifatul Illah