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All Journal Ulumuna Religia : Jurnal Ilmu-Ilmu Keislaman
SM, Andi Mujahidil Ilman
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Religion Arts Humanities Education Social Sciences

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The Aesthetic Reception of the Qur’an in Contemporary Music: A Case Study of Bersenja Gurau and Digital Audience Engagement Analysis Awal, Muh. Awaluddin; Fahrezi, Rifki Ahmad; SM, Andi Mujahidil Ilman; Hasan, Muhammad
Religia: Jurnal Ilmu-Ilmu KeIslaman Vol 27 No 2 (2024)
Publisher : Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28918/religia.v27i2.8592

Abstract

According to William Graham, a text becomes sacred due to a relational connection between a faith community and the text they regard as holy. This relationship is manifested in various ways, such as accepting, reading, reciting, and treating the text with specific purposes. As a sacred text, the Qur’an is similarly received by faith communities, one of which is through musical expression. Recently, a song titled Bersenja Gurau (literally: Evening Jests) by Indonesian musician Raim Laode achieved widespread digital circulation. The artist claimed that the song contains quotations from the Qur’an, intended to expose listeners to the words of Allah. This study employs qualitative research methods using the Qur’anic reception framework developed by Ahmad Rafiq and Wolfgang Iser’s concept of aesthetic reception. To analyze the song’s impact on netizens, the study incorporates mass communication effect theory, including cognitive, affective, and behavioral effects. The findings reveal that Raim Laode’s activity of quoting the Qur’an in a song constitutes an aesthetic reception of the Qur’an. Moreover, based on netizen responses, Bersenja Gurau induces cognitive, affective, and behavioral effects. This research contributes to the development of the Living Qur’an studies by exploring the aesthetic reception of the Qur’an in popular music, offering a novel approach within academic discourse.
Digital Trends in Religious Advertising: Commodification of Umrah Hadiths on Instagram in the Context of Hajj and Umrah Marketing Ali, Sitti Asiqah Usman; SM, Andi Mujahidil Ilman; A, Muh. Awaluddin; Bahri, Syamsul
Ulumuna Vol 29 No 1 (2025): June
Publisher : Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/ujis.v29i1.1306

Abstract

This research explores the commodification of the Prophetic tradition (hadiths) regarding umrah as a marketing strategy employed by hajj and umrah travel agencies on Instagram in South Sulawesi and uncovers the patterns of commodification and the integration of authoritative religious figures. This qualitative study analyzes the contents of Instagram posts from travel agencies with over 2,000 followers registered by the Ministry of Religion. The study applies Pattana Kitiarsa's commodification theory and the Theory of Reasoned Action to analyze how religious messages are adapted to serve marketing objectives. The findings reveal three primary patterns of hadith commodification: leveraging authoritative figures to enhance credibility, interpretating hadiths to align with marketing goals, and maximalizing inspirational messages to attract customers. These strategies align with Reasoned Action Theory, highlighting perceived benefits and social influence in consumer decision-making. This study offers a unique contribution by focusing on the commodification of sacred texts in the digital marketing realm, particularly in Indonesia's Islamic travel sector. The implications underscore the importance of establishing ethical guidelines for integrating religious content into marketing, while also providing marketers with valuable insights into responsibly engaging with religious audiences.
Co-Authors A, Muh. Awaluddin Awal, Muh. Awaluddin Fahrezi, Rifki Ahmad Muhammad Hasan Sitti Asiqah Usman Ali, Sitti Asiqah Usman Syamsul Bahri