Komodifikasi Agama Melalui Iklan Televisi (Studi Kasus Iklan Televisi Berlabel Halal)

Religion in the present era is inseparable from commodification. The change in theparadigm of religion which regulates human life delivered through tauziah-tauziahin pengajian or mosque is now beginning to shift to the culture of commodificationthrough advertising on television media. This shift began to penetrate the media usedin understanding the teachings of Islam which are more acceptable to the people of thepresent era by using halal labels in them. This article discusses the commodification ofreligion through television advertising case studies on halal-labeled advertisements.The method used is a library research that will be described narratively. The resultsof the discussion of this article are the existence of new phenomena in expressingIslamic values in the lives of individuals in the current technological era. The presenceof Islam that is accepted taken for grated, namely an individual prefers what is inaccordance with him and in accordance with his religion. So what is not appropriatewill be considered not as the identity of the individual. Besides that there is destabilizedidentify, that is religion is used as an alternative to create a new identity. In addition,these signs have led to the concept of symbolic capital, a position where an identitycan shape the position of an individual in his social classKeywords: Commodification of Religion, Islam, Halal Labeled Advertising, TelevisionMedia