Commodification of instrumental Islamic piety in Indonesian political contestation 2019

This study examined the practice of extensive commodification of Islamic piety by political actors during the Indonesian presidential election 2019. By identifying the posting of contestants between 23 September 2018 and 16 April 2019 and analyzing using the multimodality technique, this research found four forms of extensive commodification of Islamic piety. They are extensive commodification of piety-based developmentalism, social-oriented personal piety, Islamism-based nationalism, and welfare-state-based Islamism. This research concludes that Islamic piety became a political instrument. The religion of Islam is not only a system of beliefs and religious practices but also a political commodity, which political actors commodify during political contestation. The commodification of Islamic piety functions to increase the value exchange or marketability of political candidates. Any candidates are political symbols or commodities among Indonesian voters. The production of instrumental piety messages in political communication results from the intricate interplay between Indonesia's demographic structure, voter psychography, and patron-client culture.