MYSTICAL COMMODIFICATION IN JARAN GOYANG SONG: AN APPROACH TO LITERARY SOCIOLOGY

Abstract

Abstract

Indonesia and the practice of shamanism are two components that cannot be separated. It has been rooting since the old-time ancestors of animism-dynamism, and has already become one of the cultures of its people. However, one interesting fact is that the topic of shamanism is not only discussed through daily practice, but also through entertainment industry. One of the Indonesian songs which has become well known in April 2017 with the theme of shamanism is Jaran Goyang which was popularized by Nella Kharisma and is currently listed on the top 10 Indonesian’s highest viewers of all time. The song in that particular year created the sprung of other songs with similar themes. Shamanism, which related a lot with black magic and is considered as grave sin in many religions (especially Islam), now become commodified in the entertainment industry to seek for exchange rate. Therefore, the phenomenon rises two questions that the writer would like to answer in this research: (1) How is mystical phenomenon be marketed; and (2) What ideology helps the commodification of mystical phenomenon.