The Commodification of Holy Verses: Recitation of the Qur'an on TikTok Platform
DOI:
https://doi.org/10.62490/ijolangid.v1i01.1366Keywords:
commodification of religion, recitation of the Qur'an, TikTokAbstract
This study examines the commodification of religion in the content of the TikTok accounts @sahabatquranofficial and @quran_id by observing the visual forms of content presented by content creators in their recitations of the Qur'an to attract audiences, encourage them to listen, and prompt them to purchase the products being offered. This phenomenon raises fundamental questions: How is the recitation of the Qur'an represented in the TikTok content of these two accounts? And, what are the forms of religious commodification on the @sahabatquranofficial and @quran_id accounts? This study uses a qualitative method, focusing on content analysis and discourse analysis. Data was collected from the TikTok accounts @sahabatquranofficial and @quran_id, as well as from audience comments and responses to their content. Data was analysed using thematic analysis to identify key themes related to the commodification of religion. Data collection was conducted through participant observation and documentary study. Data analysis was conducted in three stages: data reduction, data presentation, and verification to extract field knowledge. The findings of this study provide a comprehensive understanding of the commodification of religion in the TikTok content of @sahabatquranofficial and @quran_id. The content shows that the Quran is being commodified as a business by marketing religious-themed products. Additionally, the commodification of religion is also evident in the packaging of Islamic educational or motivational content through excerpts from Quranic verses, hadith quotes, or statements by Islamic scholars.
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