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All Journal Proceedings of International Conference on Religion, Social and Humanities
Wafa Samratul Huda
UIN Antasari Banjarmasin

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Halal Commodification and Urban Muslim Identity: An Anthropological Reading of #HalalLifestyle Representations on Instagram Nur Falikhah; Jumi Herlita; Wafa Samratul Huda
International Conference On Religion, Social and Humanities Vol 4 (2025): Religion and Social Transformation in the Digital Era
Publisher : Universitas Islam Negeri Mahmud Yunus Batusangkar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31958/proceedingsoficresh.v4i.64

Abstract

This study examines the representation and commodification of the halal lifestyle on Instagram through the hashtag #HalalLifestyle as a form of religious expression among urban Muslims in the digital era. Using an anthropology of religion framework and digital ethnography approach, 100 Instagram Reels were analyzed with NVivo software to map categories and emerging cultural patterns. The findings reveal that halal lifestyle is not merely an expression of piety but also a social identity strategy shaped by digital aesthetics and market dynamics. Categories such as halal food and beverages, fashion, travel, education, and religious events illustrate the transformation of Islamic values into symbols of modernity and middle-class aspiration. This phenomenon highlights a shift in the meaning of “halal” from religious norm to cultural commodity, merging spirituality, economy, and urban lifestyle. Within the anthropological perspective, the halal lifestyle represents a new cultural formation where religiosity is produced, negotiated, and performed through digital media as both identity and commodity.
Co-Authors Herlita, Jumi Nur Falikhah, Nur