| Summary: | The social and economic condition of Muslims middle class in Indonesia
developed rapidly in last quarter of this century. It supported some people to get a
deep understanding and to practice Islamic principles more intensively. They did
not only comprehend the doctrines regulating worships of ubudiyah (the servitude
and slavery of the heart, tongue and limbs to Allah SWT) and muamalah (social
relationship) but also adopted the views, attitudes, and behaviors as what has been
said in al Qur�an and al Hadits comprehensively.
This condition was benefitted by businessmen of information and
telecommunication field such as Esia and Telkom. The two cellular operators
offers voice product of verses in al Qur�an. That product was designed to reach
out Moslims middle class in city and was spread over for month Ramadhan.
This study was purposed to identify the varied strategies of marketing
conducted by Esia operator (branded by Esia Hidayah phone cellular) and Telkom
(branded by Flexi Muslim cellular phone). The varied strategies were assumed not
only to develop the structure of different interaction and marketing network but
also to give priority different religious symbols and values. The method used in
this study was analysis of three levels which was built by Norman Fairclough
consisting of text, discursive practice and socio-cultural practice. Moreover, this
study also conducted interview toward the respondents relating to the existence
and development of that three levels.
The result shows that the strategy used by the producer of cellular operator
conducted advertisement in marketing their products performed with two
different approaches. Esia Hidayah used a Islamic but popular at once use Ulama
charismatic approach, while Flexi Muslim used popular but Islamic and also youth
spirit (gaul) approach. Social construction that is built on both advertisements
were tend to show moderate islam environment. It could be identified from the
symbols, pictures, and spoken interaction use of advertisement text. Both
advertisements used the same logical Islamic discourse, but different in objects.
The objects of Esia Hidayah were for Moslems market but ngepop, while Flexi
Muslim were for pop market but Moslems.
Both advertisements conducted capitalist economic discursives by placing
Moslims middle class as main support of textual advertisement production. In the
advertisement, a mosque was used as symbol of inter-textual bound (recent text
and previous text). The bound symbol was used as part of building effect of
psycho-religious consumers toward products offered through advertisement. In
addition, the result shows that the reason of buying voice product (from Esia
Hidayah and Flexi Muslim) can be as symbolical and rational reasons. In this
context, symbolical reason means that consuming cellular phone was regarded as
part of Moslem identity. Meanwhile rational reason means that consuming
cellular phone was conducted based on effectiveness, efficiency, and technology.
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