Semiotic Analysis of the Commodification of Islamic Teachings in Sharia Bank Advertisements in Indonesia

Abstract

This research aims to analyze the semiotics of the commodification of Islamic teachings in Islamic bank advertising in Indonesia. The research focuses on using C. S. Pierce's semiotics approach to analyzing and explaining three main aspects: the meaning of Islamic signs in bank advertisements, the commodification of Islamic teachings, and the pattern of commodification of Islamic teachings in advertisements of BCA Syariah, Bank Mega Syariah, BSI, and BTPN Syariah. The research method employed is qualitative research that involves three key informants and three main informants. The data collected is analyzed using triangulated data interpretation to get a deeper sense. His findings from that research revealed several important points. First, it is clear that the meaning of Islamic signs in Islamic bank advertisements in Indonesia does not clearly depict any Islamic symbols. This raises questions about the authenticity of that commitment of the Islamic bank with Islamic principles in its advertisements. Second, the semiotic analysis shows that the message structure, format, content, and source of the Islamic bank advertisements in Indonesia are inconsistent incorporating signs or symbols that represent Islamic teachings. This suggests that this advertising focuses again on business and marketing aspects more precisely than conveying Islamic values to the public. Third, it identified a pattern of commodification in this study not directly related to Islamic teachings but rather connected to its enhanced dual role of employees in Islamic banking. This suggests that in the process of commodification, factors e.g., labor became again dominant rather than religious values it should be the main focus of the Islamic bank. This research provides a deeper understanding than that of the commodification of Islamic teachings in Islamic bank advertising in Indonesia. These findings could serve as a basis for critiquing the marketing practices of Islamic banks and reconsidering the application of Islamic values in their marketing strategies.