Philanthropic Ads and Social Welfare: How Digital Advertising Promotes Islamic Philanthropy in Indonesia

Agung Zainal Muttakin Raden, Muhammad Iqbal Qeis, Asep Saepudin Jahar

2018

Abstract

The recent emergence of Islamic philanthropic institutions in Indonesia offer many opportunities for fund raising and donation including zakat, infaq and sodaqoh, as well as solidarity act and humanitarian reliefs towards Muslims hit by disaster or living in an extreme condition. Digital advertising is one of the media used to attract donors so that they are willing to donate some of their wealth to these Islamic Philanthropic institution in the modern era. Islamic philanthropic advertisements is on of the new phenomenon in the advertising world in Indonesia. However, despite operating within the term of Islamic philanthropy, many of the recent ads were observed to not display any message related to Islam, but leaning towards humanitarian act. This paper will analyze the ads made by Islamic philantropic institutions in attracting philanthropist to engage in the act of donations to see how digital advertising promotes Islamic philanthropy in Indonesia. The analysis was done using Barthes’ semiotics approach related to the narrative codes to grasp the meaning behind the ads as well as to see the recurring themes commonly displayed within the ads. The result shows that the advertising promotes philanthropy mission toward social welfare more than promoting Islamic philanthropy as one of the pillar of Islamic faith.

Paper Citation

in Harvard Style

Muttakin Raden A., Qeis M. and Jahar A. (2018). Philanthropic Ads and Social Welfare: How Digital Advertising Promotes Islamic Philanthropy in Indonesia.In Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-458-9, pages 2459-2466. DOI: 10.5220/0009944724592466

in Bibtex Style

@conference{icri18,
author={Agung Zainal Muttakin Raden and Muhammad Iqbal Qeis and Asep Saepudin Jahar},
title={Philanthropic Ads and Social Welfare: How Digital Advertising Promotes Islamic Philanthropy in Indonesia},
booktitle={Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI,},
year={2018},
pages={2459-2466},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009944724592466},
isbn={978-989-758-458-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI,
TI - Philanthropic Ads and Social Welfare: How Digital Advertising Promotes Islamic Philanthropy in Indonesia
SN - 978-989-758-458-9
AU - Muttakin Raden A.
AU - Qeis M.
AU - Jahar A.
PY - 2018
SP - 2459
EP - 2466
DO - 10.5220/0009944724592466