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All Journal FIKRI : Jurnal Kajian Agama, Sosial dan Budaya
Haeruddin Haeruddin
Hasanuddin University, Indonesia
Social Sciences

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The Semiotic Construction of Boycott Narratives against Pro-Israel Products: A Case Study of Instagram Account @bdsarabic Asmawati Safitri; Andi Agussalim; Haeruddin Haeruddin; Fitriani Fitriani
Fikri : Jurnal Kajian Agama, Sosial dan Budaya Vol. 10 No. 2 (2025): Fikri : Jurnal Kajian Agama, Sosial dan Budaya
Publisher : Institut Agama Islam Ma'arif NU (IAIMNU) Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25217/jf.v10i2.6535

Abstract

This study investigates the semiotic construction of boycott messages against pro-Israel products on the Instagram account @bdsarabic, situated within the broader discourse of digital activism in the Israeli-Palestinian conflict. As social media platforms increasingly serve as tools of resistance, the Boycott, Divestment, and Sanctions (BDS) movement strategically utilizes Instagram to disseminate political messages. This study aims to explore how visual and textual elements work together to construct symbolic meanings that influence public sentiment and mobilization. Employing a qualitative descriptive method, the research applies Charles Sanders Peirce’s triadic model of semiotics—comprising representamen, object, and interpretant—to analyze three selected campaign visuals targeting Coca-Cola, McDonald’s, and Carrefour. The findings reveal that Arabic texts function not merely as linguistic signs but also as cultural codes that evoke moral and emotional responses. Meanwhile, modified brand logos act as visual arguments, transforming familiar corporate symbols into representations of violence and injustice. The study concludes that such multimodal constructions serve as rhetorical tools to align everyday consumption with ideological resistance. This research contributes to the understanding of how digital platforms, particularly in Arabic-language activist spaces, function as discursive arenas for contesting hegemony and constructing counter-narratives. The findings also offer insights into the role of semiotics in digital communication and the potential of social media as a catalyst for collective consciousness.
From Melody to Modesty: The Semiotic Interplay of Sherine’s Abdel-Wahab's 'Kalam Eineh' and the Consumption of Abaya Trends on TikTok Inayah Amaliah Mutmainnah; Fitriani Fitriani; Haeruddin Haeruddin
Fikri : Jurnal Kajian Agama, Sosial dan Budaya Vol. 10 No. 2 (2025): Fikri : Jurnal Kajian Agama, Sosial dan Budaya
Publisher : Institut Agama Islam Ma'arif NU (IAIMNU) Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25217/jf.v10i2.6650

Abstract

This article discusses the semiotic meaning in the song Kalam Eineh by Sherine Abdel Wahab and its relationship to the phenomenon of using abaya on the TikTok platform as part of popular cultural representation. This research is in the realm of cultural and semiotic studies, with the aim of revealing how popular music and traditional fashion play a role in shaping social and ideological meanings in the digital space. This topic was chosen because the abaya trend on TikTok reflects the negotiation between tradition, modernity, and religious identity, which until now has rarely been studied in depth. The method used is descriptive qualitative with Roland Barthes' semiotic analysis which emphasizes three layers of meaning, namely denotation, connotation, and myth. To strengthen the validity of the analysis, this study also uses theoretical triangulation through Appadurai's view of mediascapes, Giddens on agency and structure, and Hall on representation and negotiation of meaning. The results of the study show that at the level of denotation, songs represent romantic expressions, while abaya serves as clothing; at the level of connotation, both feature symbols of lifestyle, identity, and piety. Meanwhile, at the mythical level, the abaya has undergone a transformation into a popular culture icon that naturalizes the ideology of religiosity, modernity, and aesthetics in digital culture. This research contributes to the study of popular culture and media by emphasizing the relevance of Barthes' semiotic theory in reading contemporary cultural texts in the era of social media.
Co-Authors Andi Agussalim Asmawati Safitri Fitriani Fitriani Inayah Amaliah Mutmainnah