COMMODIFICATION OF ISLAMIC VALUES IN THE FILM 99 CAHAYA DI LANGIT EROPA

Abstract

Education is the function of the movie for the audience, so here the Indonesian film industry launched a movie with a religious theme to increase knowledge for the audience. The Muslim community is a minority population in Europe, so the existing situation makes the European population think that Islam is a religion that is not tolerant, not peace-loving and a complicated religion with all the rules that exist. Here the author raises the title of commodification of Islamic values in the film 99 Cahaya di Langit Eropa, with the aim of knowing the commodification that occurs in this film, this research uses a discourse analysis approach using social action theory. This research was conducted by watching the movie 99 Cahaya di Langit Eropa or called observation and documentation.

The result of this research is that there are Islamic values commodified in the film 99 Cahaya di Langit Eropa, namely the value of faith, moral values and sharia values. The value of Islam is implemented so that European society changes its perspective on Islam. In this study, the most prominent commodity is the content commodity because in each scene there are messages that add insight into the development of Islam and the history of Islam in Europe and teach how to be a good Muslim. Living with tolerance allows Muslims to survive and maintain Islamic values.