Influence of Television Commercial on Islamic Students’lifestyle in Indonesia

  • Ahmad Adib and Kundharu Saddhono


Pondok Pesantren is a highly independent community-based education. Journal Center for Moderate Muslim Indonesia claimed that there are 15 thousand pondok pesantren in Indonesia with 8 million active Islamic students (santri). While the education payment in public or private schools still charged three times more expensive than pondok pesantren, pondok pesantren is considered as the only educational and moral institution for low-income people. Most Islamic students in pondok pesantren have important role in Islamization process in Indonesia. Moreover, they are expected to become Development Agents Through Dawah. Besides, they are also viewed as absolute loyal and obedient target markets by industrial sector. Since a long time ago, television has a powerful role as a commercial media in supporting capitalism, in which the most income is received from television commercials. Besides, television commercials are creatively produced to brainwash audiences including Islamic students, in terms of changing their consumption as their expectation. However, it leads Islamic students in dilemma between two different interests. This study used mixed method, in which as the third study paradigm, this method was able to to bridge and complete both qualitative and quantitative studies. Additionally, a holistic approach was also employed to connect phenomena surrounding Islamic students in pondok pesantren and to directly legalize important sources related to television commercials, advertising designers, designers, Islamic students, and television programming rules.