KOMODIFIKASI DAKWAH DALAM INDUSTRI EVENT KEISLAMAN DAN PERUBAHAN RELASI ANTARA PENCERAMAH, SPONSOR, DAN JAMAAH

Abstract

This study explores the phenomenon of the rising contemporary Islamic event industry, which has transformed the landscape of da'wah in Indonesia, specifically in the Aceh Besar region. Amidst the currents of professionalization and commercialization of religious activities, da'wah is no longer merely a means of transmitting religious knowledge but has transformed into an industrial product managed professionally. The purpose of this study is to analyze the forms of da'wah commodification and the changing relationships between preachers, sponsors, and the congregation within this event ecosystem. Using a qualitative method with a phenomenological approach, this research focuses on various Islamic events, da'wah festivals, and community studies in Gampong Lamtutui, Peukan Bada District. The research findings indicate that da'wah has fully entered the logic of the religious industry, where da'wah events are packaged as mass consumption products that prioritize aesthetics and audience experience. A new transactional relationship has emerged between preachers as owners of symbolic capital, sponsors as providers of financial capital, and the congregation as religious consumers. Religious symbols are now closely intertwined with market logic, where the success of da'wah is often measured by material parameters and popularity. The implication of this phenomenon is a shift in religious authority, which now depends more on economic support and industrial networks than on traditional literary depth. This study confirms that modern da'wah practices have become a hybrid arena between the expression of spirituality and the accumulation of economic capital.