CRITICAL DISCOURSE ANALYSIS VAN DIJK KOMODIFIKASI DAKWAH PROGRAM SHARE IT PADA MUSLIMTV

Roshinta Putri  Allifia; Ramita  Hapsari

Authors

Roshinta Putri Allifia Universitas Gunadarma
Ramita Hapsari Akademi Komunikasi Media Radio dan TV Jakarta

Keywords:

Commodification, Critical Discourse Analysis, Da'wah, MuslimTV , Share It Program

Abstract

This research was conducted with da'wah broadcast through a program entitled "Share It". By making da'wah the content material and object of the goods being sold, the delivery of the da'wah or message contained in it changes. The change in question is that the da'wah which was originally intended as a message of kindness and invitation (use value) turned into an object of trade goods that could be sold (exchange value). The use value and exchange value that occurs in this communication can be called commodification. This research uses a qualitative approach and Teun A. Van Dijk's Critical Discourse Analysis method. In it there are three things studied, such as text analysis, social cognition, and social context. Data collection and retrieval techniques are carried out by means of observation, interviews and documentation. The research results obtained show that the commodification of da'wah contained in the Share It program was carried out from pre-production when making the script, with the choice of words and sentence styles that were contemporary but did not give the impression of being patronizing. In the production process, commodification occurs in the sets used during the shooting process, by creating contemporary set concepts such as podcasts and cafes. After production, new innovations were created, namely teasers and shorts which can make it easier for the audience to take messages and knowledge from the broadcast clips.

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