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Da'wah as a Commodity: Analysis of Commodification and Mediatization of Religion in the Religious Talk Show Program of Wisata Hati and Islam Itu Indah Ramadan, Hikmatussahri; Nursamsi, Ikbal; Setiawan, Asep Iwan
Busyro: Jurnal Dakwah dan Komunikasi Islam Vol. 7 No. 1 (2025): November : Busyro : Jurnal Dakwah dan Komunikasi Islam
Publisher : Institut Pesantren Sunan Drajat Lamongan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55352/kpi.v7i1.2429

Abstract

In this modern era, da'wah is often exploited for material gain. Da'wah activities should be used to disseminate Islamic values ​​to its adherents, as the saying "Ballighu 'aani Walau ayat" (convey even one verse). This is different from the religious command, this study aims to analyze the phenomenon of commodification and mediatization of religion in the television da'wah programs Wisata Hati and Islam Itu Indah (Islam Itu Indah). Using qualitative methods through literature study and digital observation, this study utilizes Vincent Mosco's Commodification theory and Stig Hjarvard and Stewart Hoover's Mediatization of Religion theory to understand the dynamics of da'wah message production in the media. The results of the study indicate that both programs underwent a commodification process that included the commodification of content, the commodification of audiences, and the commodification of preaching figures, where spiritual values ​​were processed according to market and broadcasting industry demands. Furthermore, mediatization was seen through message visualization, content segmentation, personalization of ustadz figures, and the integration of entertainment elements that formed a new, more emotive and popular religiosity. The important findings of this study formulated the concept of Hybrid Da'wah, namely a da'wah model born from the negotiation between the sacredness of teachings and the rationality of the media industry. This concept shows the paradox between expanding access to da'wah and the potential for simplifying spiritual meaning. This research contributes to the study of religious communication in the context of modern media culture in Indonesia.
Habitus di arena simbolik: dekonstruksi feodalisme dan konversi modal simbolik dalam praktik khidmah santri Abidin, Ahmad Fauzi Zainal; Ramadan, Hikmatussahri; Mukarom , Zaenal
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 12 No 1 (2026): April 2026 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jk.v12i1.43309

Abstract

Abstract The tradition of khidmah, or santri devotion, is a fundamental cultural practice within the Indonesian pesantren (Islamic boarding school) ecosystem. This practice is often misunderstood by external observers as a form of feudalism or an exploitative power relation. This study aims to deconstruct such perceptions by analyzing khidmah as a mechanism for forming religious habitus and a process of converting symbolic capital from the physical to the spiritual. This research employs a qualitativedescriptive approach, utilizing Pierre Bourdieu's social practice theory (habitus, field, and symbolic capital) and Clifford Geertz's interpretive anthropology as analytical frameworks. Data were collected through in-depth interviews with six informants representing the santri hierarchy, from juniors to alumni.The findings reveal that khidmah is a cultural strategy that allows santri to exchange physical labor (low-cost capital) for spiritual legitimacy (barakah and the Kiai’s ridho/rare capital). This process, despite containing the potential for symbolic violence due to demands for total obedience, is accepted as a doxa crucial for achieving scholarly authority (keulamaan). The study also finds that khidmah has adapted from physical-domestic service (salaf tradition) to managerial-digital roles (khalaf tradition) without altering its spiritual essence. The Kiai-santri relationship constitutes a dynamic spiritual reciprocity, where khidmah functions as a catalyst for the formation of the santri’s moral authority and social capital. This research contributes to a more critical and contextual understanding of the anthropology of Islamic education, liberating the pesantren institution from the exploitative stigma often attached to it. Keywords: Khidmah; symbolic capital conversion; habitus; feudalism; barakah; symbolic violence. Abstrak Tradisi khidmah atau pengabdian santri merupakan praktik kultural yang fundamental dalam ekosistem pesantren di Indonesia. Praktik ini kerap disalahpahami oleh pengamat luar sebagai bentuk feodalisme atau relasi kuasa yang eksploitatif. Penelitian ini bertujuan untuk mendekonstruksi pemahaman tersebut dengan menganalisis khidmah sebagai mekanisme pembentukan habitus religius dan proses konversi modal simbolik dari fisik menjadi spiritual. Penelitian ini menggunakan pendekatan kualitatif-deskriptif dengan pisau analisis teori praktik sosial Pierre Bourdieu (habitus, ranah, dan modal simbolik) dan antropologi interpretatif Clifford Geertz. Data dikumpulkan melalui proses wawancara mendalam dengan enam informan yang merepresentasikan hierarki santri mulai dari yang junior hingga alumni. Hasil penelitian menemukan bahwa khidmah adalah strategi kultural yang memungkinkan santri menukar tenaga fisik (modal murah) dengan legitimasi spiritual (barakah dan ridho Kiai/modal langka). Proses ini, meskipun mengandung potensi kekerasan simbolik karena tuntutan kepatuhan total, diterima sebagai doxa yang krusial bagi pencapaian keulamaan. Ditemukan bahwa khidmah telah beradaptasi dari pelayanan fisik-domestik (tradisi salaf) menjadi manajerial-digital (tradisi khalaf) tanpa mengubah esensi spiritual. Relasi Kiai-santri merupakan resiprositas spiritual yang dinamis, di mana khidmah berfungsi sebagai katalisator pembentukan otoritas moral dan modal sosial santri. Penelitian ini memberikan kontribusi pada pemahaman antropologi pendidikan Islam yang lebih kritis, kontekstual, dan terbebaskan dari stigma eksploitatif yang seringkali melekat pada institusi pesantren. Kata-kata kunci: Khidmah; konversi modal simbolik; habitus; feodalisme; barakah; kekerasan simbolik.