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All Journal Jurnal Sains dan Teknologi Berkala Kedokteran Abdi Wiralodra : Jurnal Pengabdian Kepada Masyarakat Prologue: Journal on Language and Literature Journal of English Teaching and Linguistics Tarbawi Ngabar: Jurnal of Education International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) ACCENTIA: Journal of English Language and Education Center of Knowledge ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Muslim English Literature Literatur : Jurnal Bahasa dan Sastra ABDIMU: Jurnal Pengabdian Muhammadiyah
Rahmatun Nisa, Rahmatun
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Journal : Muslim English Literature

 1 
Inspecting Zara's Advertisement Campaign amidst Gaza Conflict and Its Global Backlash Nisa, Rahmatun; Aini, Azka Nurul; Syahriyani, Alfi
Muslim English Literature Vol 3, No 2 (2024): Muslim English Literature
Publisher : UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/mel.v3i2.42587

Abstract

This study investigates the controversial Zara advertisement campaign released during the Gaza conflict and analyzes its global backlash. Using Kress and Van Leeuwen’s visual theory, the research explores its representational, interpersonal, and compositional dimensions. Text findings reveal that representationally, the advertisement features culturally significant symbols: a white cloth signifying death in Palestinian culture and a kaffiyeh symbolizing resistance. Interpersonally, it positions viewers as passive observers, evoking discomfort, and pity, while textually, it emphasizes symbolic representation with stark contrasts and strategic framing. The advertisement’s release during heightened tensions led many to perceive it as exploitative and culturally insensitive, despite some defenses of artistic expression. Public reactions, particularly on social media, highlighted the ethical challenges of such campaigns. The study questions the campaign for violating Corporate Social Responsibility (CSR) principles by disregarding ethical considerations and societal well-being. It underscores the importance of cultural sensitivity in global marketing, advocating for ethical advertising that respect global diverse audiences.  
Muslimah Mimicry and Cultural Adaptation in Hala Film (2019) Nisa, Rahmatun; Farlina, Nina
Muslim English Literature Vol 4, No 1 (2025): Muslim English Literature
Publisher : UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/mel.v4i1.47723

Abstract

This research examines the functions of mimicry in cultural adaptation strategy in the Muslimah or Muslim woman character in the Hala movie (2019). The study employs a qualitative research approach, analyzing the film’s narrative, dialogue, and visual elements through Homi K. Bhabha’s postcolonial theory of mimicry and Jens Eder’s theory of film character. The findings of this research are that Hala, as a Muslimah protagonist and a second-generation Pakistani Muslim Immigrant living in America, used the language, attire, behaviour, and mindset of American culture to balance the freedoms of American society. However, her imitation results in Muslim cultural ambivalence, as she is neither fully American nor entirely Muslimah Pakistani. This duality creates internal conflict, familial tensions, and an identity crisis. The study highlights mimicry as a survival strategy and a source of psychological turmoil, contributing to the broader discourse on second-generation Muslimah immigrant identity and postcolonial studies.
Muslimah Mimicry and Cultural Adaptation in Hala Film (2019) Nisa, Rahmatun; Farlina, Nina
Muslim English Literature Vol. 4 No. 1 (2025): Muslim English Literature
Publisher : UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/mel.v4i1.46633

Abstract

This research examines the functions of mimicry in cultural adaptation strategy in the Muslimah or Muslim woman character in the Hala movie (2019). The study employs a qualitative research approach, analyzing the film’s narrative, dialogue, and visual elements through Homi K. Bhabha’s postcolonial theory of mimicry and Jens Eder’s theory of film character. The findings of this research are that Hala, as a Muslimah protagonist and a second-generation Pakistani Muslim Immigrant living in America, used the language, attire, behaviour, and mindset of American culture to balance the freedoms of American society. However, her imitation results in Muslim cultural ambivalence, as she is neither fully American nor entirely Muslimah Pakistani. This duality creates internal conflict, familial tensions, and an identity crisis. The study highlights mimicry as a survival strategy and a source of psychological turmoil, contributing to the broader discourse on second-generation Muslimah immigrant identity and postcolonial studies.
Inspecting Zara's Advertisement Campaign amidst Gaza Conflict and Its Global Backlash Nisa, Rahmatun; Aini, Azka Nurul; Syahriyani, Alfi
Muslim English Literature Vol. 3 No. 2 (2024): Muslim English Literature
Publisher : UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/mel.v3i2.42587

Abstract

This study investigates the controversial Zara advertisement campaign released during the Gaza conflict and analyzes its global backlash. Using Kress and Van Leeuwen’s visual theory, the research explores its representational, interpersonal, and compositional dimensions. Text findings reveal that representationally, the advertisement features culturally significant symbols: a white cloth signifying death in Palestinian culture and a kaffiyeh symbolizing resistance. Interpersonally, it positions viewers as passive observers, evoking discomfort, and pity, while textually, it emphasizes symbolic representation with stark contrasts and strategic framing. The advertisement’s release during heightened tensions led many to perceive it as exploitative and culturally insensitive, despite some defenses of artistic expression. Public reactions, particularly on social media, highlighted the ethical challenges of such campaigns. The study questions the campaign for violating Corporate Social Responsibility (CSR) principles by disregarding ethical considerations and societal well-being. It underscores the importance of cultural sensitivity in global marketing, advocating for ethical advertising that respect global diverse audiences.  
Co-Authors Abdussamad, Zulkhaedir Aini, Azka Nurul Alfi Yasmina Amiruddin Ananda, Mirza Boko, Zumarianti Afina Cerlya, Cerlya Erfiani Erfiani Farlina, Nina Firmansyah Firmansyah Fitrianto, Anwar Handayani, Suci Lestari Helmanda, Cut Mawar Husna, Mawizatul Iskandar Muda Itawari, Cut Johandri Taufan Kadir, Adelita Alfitrah S.A. Kasmita, Nita Kiwang, Amir S. Manita, Arfares Masyhur, Syaifullah Al Meutia Zahara Muammar Khaddafi Nirwan Nirwan Nisah, Afdhaliatun Nurhastuti, Nurhastuti Parakasi, H. Idris Safitri, Rini Rahma Safura, Siti Sani Widjaja Sari, Mira Delita Satriawan, Mahfud Siregar, Fikri Hamdi Siti Safura Sofyan, A. Syatir Soraya, Nada Sri Wahyuni Suhendra, Rion Sumangkting, Alif Maulana Syahriyani, Alfi Syamsul Bahri Taufik Taufik Tkela, Bento Tsaputra, Antoni Zulmiyetri Zulmiyetri