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Kusumaningtyas, Shela
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Arts Humanities Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Commodifying piety and styling masculinity in "Kahf’s Jalan yang Kupilih" campaign KUSUMANINGTYAS, SHELA
Jurnal Studi Komunikasi Vol. 10 No. 1 (2026)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v10i1.10486

Abstract

This study investigates the commercialisation of religion and masculinity in the Indonesian men's grooming campaign Kahf: Jalan yang Kupilih. The statement considers two key issues: (1) the Islamic symbols utilised in advertisements and their purpose in branding, and (2) the model of Muslim masculinity constructed through those symbols. The analysis relies on Roland Barthes' semiotics to interpret denotation, connotation, and myth as naturalised ideology, and it utilises Theodor Adorno's critique of the culture industry to understand standardisation and market forces driving representation. The study employs a qualitative semiotic analysis of eight video commercials on Kahf's official YouTube channel, which involves coding visual elements such as setting, gesture, and costume, and auditory elements including voice-over, dialogue, and music, and triangulates this with existing literature on Islamic advertising. Research suggests that ritual symbols such as ablution, prayer stances, Qur'anic/hadith verses, and Middle Eastern architectural settings are reinterpreted as markers of personal style that link devotion to consumer goods and company values. The campaign promotes a uniform masculine ideal characterised by cleanliness, composure, discipline, a global outlook, and a focus on family, while limiting the scope of acceptable religious and gender identities. Scenes of ablution, facial cleansing, and prayer among Qatar's iconic landmarks, and hadith panels in modern public areas, juxtapose spiritual purity with consumer preference and portray faith as a desirable lifestyle. This study enhances advertising semiotics by describing the way Islamic symbolism is utilised in narratives about men's grooming, and it also clarifies the empirical connections between visual representations of piety and branded masculinity.
Navigating Multiple Roles: Communication Strategies of Indonesian Postgraduate Women in a Patriarchal Collectivist Culture Kusumaningtyas, Shela; Hadinata, Wawan; Iman, Nur; Alinda, Yunati; Nurhaliza, Adinda Aulia; Nindyasari, Leoni
JURNAL KOMUNIKASI INDONESIA
Publisher : UI Scholars Hub

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Abstract

This study examines how Indonesian postgraduate women negotiate simultaneous roles as wives, mothers, workers, and students within a patriarchal collectivist culture. Using a qualitative case study with a constructivist orientation, the research focuses on six postgraduate students at the University of Indonesia who were selected through purposive criteria because they simultaneously managed family, work, and academic responsibilities. Data were collected through in-depth interviews, limited contextual observation, and supporting documents, and were analyzed using open, axial, and selective coding procedures. The findings show that role conflict is experienced not merely as a matter of time management, but as a layered burden involving moral expectations of motherhood, physical fatigue, guilt, and emotional spillover across domestic, professional, and academic domains. Interpersonal communication emerges as a central mechanism for negotiating boundaries, mobilizing support, and maintaining relationships with spouses, children, extended family, supervisors, colleagues, and lecturers. Intrapersonal communication, particularly self-talk and self-reflection, also plays a role in helping participants regulate emotion and sustain motivation. This study argues that communication functions not only as a coping tool, but also as a social process through which women manage caregiving responsibilities, pursue educational aspirations, and renegotiate gendered expectations in everyday life.
Co-Authors Alinda, Yunati Hadinata, Wawan Nindyasari, Leoni Nur Iman Nurhaliza, Adinda Aulia