Mediatization and Commodification of Religion: A Study of Media Sociology in Sharia Housing Ads

Media Sociology was concerned with social change and changing interactions that have contributed to media studies. Given the focused on the various relationships between mediated communication and social relations in society. Since the Covid-19 pandemic, reality has changed massively to digital transformation, including in the marketing of commodity products. Now, the media had an important role in constructing the cultural and socio-religious environment. This study aimed to analyze the mediatization and commodification of religion in sharia housing advertisements. This study reviewed the mediatization in constructing social change concerning the current trend of the Muslim community. The meeting between religiosity and commercial was increasing through the emergence of new technological media. It was not related to religious practice, religiosity, and sacred, but instead followed the logic of the market economy to get as much profit as possible by creating new markets. Mediatization has become the daily life of the community, as well as the Muslim community so that it couldn’t be separated from even religious institutions in society. The media has represented a shift in needs from inclusive housing to exclusive housing that created an enclave society, a homogeneous society with the same religious identity. The media has framed and presented religion in a commodified media space and perhaps without prioritizing the sacredness of religion.