Sofjan, Dicky2019-09-252019-09-252014-05-3120139782940428809http://hdl.handle.net/20.500.12424/207703Discontent with Dakwahtainment in Indonesia begins with the way it systematically mixes spiritual enlightenment and entertainment, which creates a dumbing-down effect. This is often at the expense of the substance of the religious message. Asa concept and practice, dumbing down originated in American popular culture. It was seen as consistent with the way capitalism and the free market generally operates, focusing solely on the supply of the goods the consumers demand with very little consideration for making them smarter. It assumes that cultural products need not be intellectually heavy, if the intended goal is to achieve accessibility, comprehensibility and marketability.Pages: 19engCreative Commons Copyright (CC 2.5)capitalismnotion of dumbingdeliberate de-intellectualisationGlobal ethicsPolitical ethicsEconomic ethicsCultural ethicsReligious ethicsMethods of ethicsBioethicsCommunity ethicsEnvironmental ethicsBook chapter