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All Journal JSW (Jurnal Sosiologi Walisongo)
Addin Kurnia Putri
Department of Sociology, Faculty of Social and Political Sciences, Universitas Sebelas Maret, Surakarta
Arts Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Sharia Branding in Housing Context: A Study of Halal Lifestyle Representation Addin Kurnia Putri; Yuyun Sunesti
JSW (Jurnal Sosiologi Walisongo) Vol 5, No 1 (2021)
Publisher : Faculty of Social and Political Sciences - UIN Walisongo Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jsw.2021.5.1.7268

Abstract

Sharia housing has mushroomed in Indonesia in recent years. It offers a different concept of housing as the developers claim to be following Islamic values. This study analyses how Sharia housing advertisements on social media, especially Instagram, represent the halal lifestyle. The method used in this research was a semiotic approach to analyze the signs of Sharia housing ads in the realm of digital media and its meanings. The result of the study shows that Sharia housing advertising on social media has commodified the halal concept of Sharia-based housing. The term “halal house” was also used to signify the meaning of Sharia image symbols that distinguished it from other housing. Sharia brands were also represented in advertising languages and the visualization of symbols displayed. These ads represented the halal concept not only as an image but also as a lifestyle. The halal lifestyle relating to Sharia housing has become a new trend in Muslim communities constructed through religious symbols in Sharia housing advertisements._________*The original draft of this article has been presented on the 6th International Conference on Social and Political Sciences (ICOSAPS) 2020: "Strengthening Resilient Society in the Disruptive Era" at Universitas Sebelas Maret Surakarta, Indonesia.
Co-Authors Yuyun Sunesti