According to Barthes 9, semiology is one kind of science that study signs and their associations to something to deliver the message of literature product. In other word,
semiology is a theoretical approach that tries to find messages interpretation in term of their signs and patterns of symbolism. It includes the study of how meaning is made and
understood. A sign can be a word, like Alhamdullilah, Subhanaalah and masyaalah, a sound it can be musicsoundtrack or visual image object and people. Through Semiology, the
writer can identify the meaning of sign that exist in those films.
Then focused on Barthes’ idea, he explained the signification has two steps, they are,
Connotation and denotation. Barthes 89 writes that connotation is a term used in semantics as part of classification of types of meaning. He adds that connotation, in its relation with
Semiology or semiotic is a system, which includes signifiers and signifieds. Barthes 47 states that signifier is the characteristics that represent something in the literature product,
which may have meanings. Usually it is something that can be seen, heard, touched, smelt or tasted. On the other hand, signified is the real thing that is depicted in the literature products.
It need not be a real object but is some referent to which the signifier refers Furthermore, to make it clear, a character in the movies is the signifier and signified is the real thing, events
or messages that producer of a movie wants to depict in real.
In addition, in Barthes 92 denotation could not be separated from the idea of metalanguage. Metalanguage is a system whose content is it constituted by a signifying
system. On the other hand, in other word, it is a semiotics, which also consist a semiotic. In brief, the concept of metalanguage says that there are two level of signifying practice. For
example in a character of a movie, in previous explanation, stated that usually a character is representation of something in real, but in the idea of metalanguage it is not only talk about
the surface or the overall appearance of the character but also analyzes the detail of the character the hair, facial expression, suit, etc Barthes 1985, 92
2.4 Popular Culture and Commercialism
The consumption of entertainment, like television programs and films are worked over. Desire is motivated through well-calculated promotional effort. Therefore, as
commodities, films are paid through advertisement. According to Chambers 6 said that popular culture is commercial in organization and distinctly urban in tone. The commodities
of Islam are an Islamic commercialism or changed the faith and its symbols became commodity that is bought and sold for profit.
3. Scope of Study
The films that would be analyzed are religious films; they are Ayat-Ayat Cinta, Ketika Cinta Bertasbih and Dalam Mihrab Cinta. The elements of those religious films that will be
discussed are the Islamic attributes, which are the products that indicate Islamic atmospherenuance. In addition, Muslim characters Ustadzs and female characters wear
those products. The writer chose them because in those icons there are existed the products of commercialism.
4. Method
In this method, the writer used semiotic analysis technique and took one of the theories from the Sausure’s follower named Roland Barthes who made a systematic model to
analyze the meaning of the signs. He focused on the idea of the significance of two phases and used semiotic based on several considerations. Barthes divided the meaning system into
two, denotation and connotation. Furthermore, he decided to divide those phases, the first
phases is called primary system denotation and secondary system connotation that which will interpret the meaning of Islamic attributes in the films. Moreover, the analysis is
connected to commercialism point of view.
5. Data Analysis
5.1 Formula of the Films
In each scene of the movie making, the setting used is also very close with Islamic religious atmosphere. The films have two settings, in Egypt and Indonesia. First in Egypt, the
writer can see that the films open with the splendor of Egypt that was so great and beautiful. As we know that Egypt is an Islamic predominant country and there was emphasized of
Islamic teachings and it is highly respected. There are also the magnificent pyramids views, Cleopatra beach and Al-Azhar University that known as the most prestigious school of
Islamic, and its scholars are seen as the highest scholars Muslim in the world.
Second, the setting of this film is also taken in Indonesia, where many religious events are shown in each setting. For instance, it is an Islamic boarding school in Indonesian it is
called “pesantren”. Islamic school of Koranic studies is a place where santriwan and santriwati santriwan is term of male student who studied in the Koranic studies, and
santriwati is term of female student studied and explored the teachings of Islamic. The setting was deliberately chosen Islamic school of Koranic studies for the film to introduce the
teaching of Islamic teachings implicitly or explicitly. Besides the Mosque that is used for movie making, as we know the mosque is a place where Islamic people doing worship and
gathering places in the Islamic religious occasions. Besides the settings, the writer finds the male character who is a well-known star in
Indonesian’s entertainment. In this story, the main character is known as a kind person,
