Perempuan, Iklan Nasida Ria, dan Akal Imitasi di Iklan Ramadan: Afeksi, Agama, dan Imaji Masyarakat Kota
DOI:
https://doi.org/10.18592/muadalah.v14i1.21409Abstract
Artikel ini mengkaji iklan Ramadan berbasis AI yang diproduksi oleh Google Gemini dengan mereproduksi visual kelompok musik religi Nasida Ria dalam bentuk kartun sebagai medium nostalgia religius dan afeksi digital dalam masyarakat urban Muslim Indonesia. Perkembangan teknologi kecerdasan artifisial atau akal imitasi (Artificial Intelligence/AI) telah mengubah lanskap produksi citra, afeksi, dan representasi keagamaan dalam media digital, khususnya pada konten Ramadan di platform YouTube. Adapun pertanyaan utama dalam artikel ini adalah bagaimana iklan Ramadan yang diproduksi oleh AI dan diunggah di YouTube merepresentasikan perempuan dalam wajah Islam dalam dinamika dan imaji masyarakat kota? Penelitian ini menggunakan pendekatan etnografi digital dengan observasi terhadap materi iklan Ramadan berbasis AI di YouTube, interaksi audiens pada kolom komentar, serta peredaran wacananya di media sosial. Analisis visual dan analisis wacana media digunakan untuk membaca representasi simbol Islam populer, estetika nostalgia, dan konstruksi spiritualitas urban dalam iklan tersebut. Fokus utama artikel ini adalah bagaimana teknologi AI bekerja sebagai perangkat budaya yang mereproduksi memori kolektif, pengalaman emosional, dan imaji Islam urban melalui simulasi visual hiperrealistik. Temuan penelitian menunjukkan bahwa iklan Ramadan berbasis AI bekerja terutama melalui produksi nostalgia afektif yang mengaktivasi kerinduan, keakraban emosional, dan romantisasi terhadap kehidupan religius masa lalu. Representasi visual Nasida Ria tidak sekadar menghadirkan imitasi figur budaya populer Islam, tetapi juga mereproduksi suasana sosial tertentu yang diasosiasikan dengan Islam urban yang harmonis, hangat, dan estetis. Dalam konteks ini, AI berfungsi sebagai teknologi afeksi yang mengaburkan batas antara arsip budaya, memori kolektif, dan fabrikasi digital, sekaligus menunjukkan bagaimana budaya platform digital membentuk ulang pengalaman keberagamaan masyarakat kontemporer.
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