Hijrah Pop-Culture: Komodifikasi Narasi Keagamaan dalam Industri Konten Remaja Urban
DOI:
https://doi.org/10.65823/ikhbar.11i4.71Keywords:
Hijrah, Pop-Culture, Commodification of Religion, Urban Youth, Digital Content IndustryAbstract
The phenomenon of hijrah among urban youth has shifted from an individual-spiritual religious movement into an integral part of popular culture and the digital content industry. This study aims to analyze how religious narratives are commodified by content creators and digital creative industries to target urban youth in Indonesia. Using a qualitative approach with critical discourse analysis and digital ethnography methods, this research explores visual discourse, language, and marketing strategies in hijrah-themed content across platforms such as Instagram, TikTok, and YouTube. The findings indicate that the commodification of hijrah narratives occurs through the simplification of religious messages into visual aesthetics (such as aesthetic syar'i fashion trends and commercial sunnah-themed content), the repackaging of religious rituals as lifestyle fulfillment, and the use of public figures/influencers as agents of commodification. This phenomenon creates a paradox: on one hand, it expands the reach of proselytization among the younger generation; on the other hand, it risks reducing the depth of religious doctrines to mere consumable goods and a means of surface-level social identity formation.
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