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All Journal Insaniyat: Journal of Islam and Humanities
Sunandar, Crystalina Malika
Unknown Affiliation
Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Negotiating Identity of Muslim Women in Bajawa Cafe: Gender and Islamic Perspective Sunandar, Crystalina Malika; Mahbuby, Dwiki Arif Nabil; Saputra, Nur Hidayat Hadi; Arief, Nazil Muchammad
Insaniyat : Journal of Islam and Humanities Vol 9, No 1 (2024): Insaniyat Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University of Jakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/insaniyat.v9i1.41651

Abstract

This research investigates how Muslim women perform at Bajawa Cafe, influenced by the construction of Islamic teachings and gender roles. The study aims to illustrate how Muslim women are shaped by societal production and regulation, employing qualitative methods through ethnographic and netnographic approaches. It examines the interplay of Islamic teachings and gender norms to analyze the construction of Muslim women's identities within the context of Bajawa Cafe. Data was collected through observations of Hijabi Muslim women's performances at Bajawa Cafe in Kemang, in-depth interviews, data visualizations, and social media analysis. The findings reveal that these women, through activities such as halal parties, challenge the traditional Islamic teachings and gender expectations imposed on them. Bajawa Cafe serves as a space where they navigate and negotiate these societal constructs. The results suggest that Muslim women at Bajawa Cafe resist the societal and religious constraints shaped by Islamic teachings and gender roles. Their performances reflect an ongoing process of negotiation, demonstrating agency in redefining their identities. In conclusion, Bajawa Cafe has emerged as a significant space for Muslim women to express and reconcile their interpretations of Islamic teachings and gender norms.
Creative Moves in Cimory's Milk Billboard Ads Targeting Young Adults and Adults: A Genre Analysis Sunandar, Crystalina Malika; Darajat, Kurnia Fahma Zakia; Yulizar, Kessya; Syahriyani, Alfi
Insaniyat : Journal of Islam and Humanities Vol 9, No 2 (2025): Insaniyat Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University of Jakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/insaniyat.v9i2.44894

Abstract

As a recognized advertising medium, billboards serve as one of the strategic choices for companies to promote their products and convey their communicative purposes. Cimory Milk, a dairy brand, uses billboard advertisements in unique and creative ways to engage their target market. This is evident in how Cimory Milk billboard advertisement serves the unusual discourse by playing with the generic conventions of the advertisement genre. Thus, the creative ways are leading through some specific intention that Cimory Milk tries to convey, which is related to the adults and youth discourse community. To explore this, the present study employs a qualitative approach, drawing on Bhatia’s genre analysis and Kress & Leeuwen’s multimodal discourse analysis. Using these frameworks, three Cimory Milk billboard advertisements were analyzed in terms of their moves, creative elements, and the relationship between creativity and audience engagement. This study found that although Cimory billboard advertisements adhered to the general conventions of the advertising genre, some creative strategies such as bending and blending were evident in the advertisement. These creative elements are designed to attract young adults to adults, through features such as the minimalist design, humor, strategic placement, and references to social and lifestyle issues. Overall, the result of this study illustrates how Cimory Billboard analysis uses creativity to engage young adults and adults as their target consumers. These findings may also offer valuable insight for advertisers to identify consumer’s perceptions and improve their marketing strategy. 
Creative Moves in Cimory’s Milk Billboard Ads Targetting Young Adults and Adults: A Genre Analysis Sunandar, Crystalina Malika; Darajat, Kurnia Fahma Zakia; Yulizar, Kessya; Syahriyani, Alfi
Insaniyat: Journal of Islam and Humanities Vol. 9 No. 2 (2025): Insaniyat: Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University (UIN) Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/4mdwvc90

Abstract

As a recognized advertising medium, billboards serve as one of the strategic choices for companies to promote their products and convey their communicative purposes. Cimory Milk, a dairy brand, uses billboard advertisements in unique and creative ways to engage their target market. This is evident in how Cimory Milk billboard advertisement serves the unusual discourse by playing with the generic conventions of the advertisement genre. Thus, the creative ways are leading through some specific intention that Cimory Milk tries to convey, which is related to the adults and youth discourse community. To explore this, the present study employs a qualitative approach, drawing on Bhatia’s genre analysis and Kress & Leeuwen’s multimodal discourse analysis. Using these frameworks, three Cimory Milk billboard advertisements were analyzed in terms of their moves, creative elements, and the relationship between creativity and audience engagement. This study found that although Cimory billboard advertisements adhered to the general conventions of the advertising genre, some creative strategies such as bending and blending were evident in the advertisement. These creative elements are designed to attract young adults to adults, through features such as the minimalist design, humor, strategic placement, and references to social and lifestyle issues. Overall, the result of this study illustrates how Cimory Billboard analysis uses creativity to engage young adults and adults as their target consumers. These findings may also offer valuable insight for advertisers to identify consumer’s perceptions and improve their marketing strategy.
Negotiating Identity of Muslim Women in Bajawa Cafe: Gender and Islamic Perspective Sunandar, Crystalina Malika; Mahbuby, Dwiki Arif Nabil; Saputra, Nur Hidayat Hadi; Arief, Nazil Muchammad
Insaniyat: Journal of Islam and Humanities Vol. 9 No. 1 (2024): Insaniyat Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University (UIN) Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/insaniyat.v9i1.41651

Abstract

This research investigates how Muslim women perform at Bajawa Cafe, influenced by the construction of Islamic teachings and gender roles. The study aims to illustrate how Muslim women are shaped by societal production and regulation, employing qualitative methods through ethnographic and netnographic approaches. It examines the interplay of Islamic teachings and gender norms to analyze the construction of Muslim women's identities within the context of Bajawa Cafe. Data was collected through observations of Hijabi Muslim women's performances at Bajawa Cafe in Kemang, in-depth interviews, data visualizations, and social media analysis. The findings reveal that these women, through activities such as halal parties, challenge the traditional Islamic teachings and gender expectations imposed on them. Bajawa Cafe serves as a space where they navigate and negotiate these societal constructs. The results suggest that Muslim women at Bajawa Cafe resist the societal and religious constraints shaped by Islamic teachings and gender roles. Their performances reflect an ongoing process of negotiation, demonstrating agency in redefining their identities. In conclusion, Bajawa Cafe has emerged as a significant space for Muslim women to express and reconcile their interpretations of Islamic teachings and gender norms.
Co-Authors Arief, Nazil Muchammad Darajat, Kurnia Fahma Zakia Mahbuby, Dwiki Arif Nabil Saputra, Nur Hidayat Hadi Syahriyani, Alfi Yulizar, Kessya