Commodification of Religion in Sport Media (Study on Bola.com Online Media)

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Qualitative study demonstrates commodification of religion in Bola.com, suggesting media's profit motive influences content strategy.

The study reveals that Bola.com commodifies religious content alongside sports news for profit and sustainability.
Using a netnography approach, 39 Islamic articles were identified as part of Bola.com’s media strategy during Ramadan 2022.
Responses indicate that readers are generally accepting of religious content, yet recognize the site’s primary focus should be on sports.
The findings highlight potential conflicts within Bola.com’s identity as a sports media outlet amidst political economy influences.

Herman Jayadi (2025) studied this question.

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View Full Paper

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Authors

Qualitative study demonstrates commodification of religion in Bola.com, suggesting media's profit motive influences content strategy.

The study reveals that Bola.com commodifies religious content alongside sports news for profit and sustainability.
Using a netnography approach, 39 Islamic articles were identified as part of Bola.com’s media strategy during Ramadan 2022.
Responses indicate that readers are generally accepting of religious content, yet recognize the site’s primary focus should be on sports.
The findings highlight potential conflicts within Bola.com’s identity as a sports media outlet amidst political economy influences.

Herman Jayadi (2025) studied this question.

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