The commercialization of da'wah: Understanding Indonesian Sinetron and their portrayal of Islam

Abstract

The impact of media industrialization on mediated religious expression all over the world has been substantial, and this study tries to understand the Indonesian case by looking at the intersections between commerce and Islamic expression. Focusing on Indonesian Islamic sinetron (soap operas), we shall see that contrasting ideological motivations among producers have resulted in particular narratives within their content. Despite these peculiarities, all narratives use Islamic teachings to address societal issues experienced by middle-class Indonesian Muslims. This, in turn, projects an image of Indonesian Islam that blurs existing political divisions in Indonesian society. This article argues that the sinetron plots are inherently a commercialization of da'wah (proselytizing of Islam). © The Author(s) 2014 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav.