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All Journal Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Journal of Islamic Communication Studies
Eka Candelia, Dera
Unknown Affiliation
Religion Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Konstruksi Narasi Perempuan Muslimah pada Tren Fashion Syariah di Gontornews.com dan Chanelmuslim.com Eka Candelia, Dera; Aditya Maulana, Lukman
Journal of Islamic Communication Studies Vol. 3 No. 1 (2025): Januari
Publisher : UIN Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/jicos.2025.3.1.1-11

Abstract

The trend of Sharia fashion is growing in Indonesia alongside increasing public awareness of the halal lifestyle. This has attracted public attention, leading the media to produce extensive content and news related to Sharia fashion trends that portray Muslim women. The media plays a crucial role in shaping public perceptions of Sharia fashion, particularly in constructing the identity of Muslim women. This study aims to analyze how Gontornews.com and Chanelmuslim.com frame the narrative of Muslim women in the Sharia fashion trend. Using a constructivist approach and Robert N. Entman’s framing analysis, this research explores four key framing elements: define problems, diagnose causes, make moral judgment, and treatment recommendation. Data were collected from news articles published on both portals between August 2, 2024, and January 22, 2025. The findings reveal that Gontornews.com views the hijrah trend as a driving force in the Muslim fashion industry, while Chanelmuslim.com highlights the challenges Muslim women face in dressing modestly yet stylishly. Gontornews.com emphasizes social and cultural influences on fashion preferences, whereas Chanelmuslim.com focuses more on individual awareness. Both agree that Muslim fashion should reflect Islamic values; however, Gontornews.com underscores religious compliance, while Chanelmuslim.com highlights the balance between trends and Muslim identity. In terms of recommendations, Gontornews.com encourages innovation within the industry, whereas Chanelmuslim.com urges Muslim women to remain fashionable without blindly following trends. Both media outlets construct narratives that reinforce the identity of Muslim women as key players in the Sharia fashion industry and agents of social change. These findings affirm that the media not only disseminates information but also constructs social reality, shaping public perceptions of Sharia fashion and the identity of Muslim women in Indonesia.
Consumer Engagement in Fudgybro's “Cookie Bomb Challenge” Viral Marketing Eka Candelia, Dera; , Nikmah Hadiati Salisah
Lingkar Studi Komunikasi (LISKI) Vol 11 No 2 (2025): SEPTEMBER 2025
Publisher : Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/liski.v11i2.8405

Abstract

Advertising is one of the main factors in making a brand famous and attractive to the public. However, with changing times, there is a need for innovation so that the advertisements produced can be considered creative and successful in attracting consumers' attention. Through social media, which currently has a big role in changing consumers' views of a brand. As for presenting an advertisement or marketing a product, there needs to be a strategy. The viral marketing strategy is the one most widely used by companies to introduce their brand. However, viral marketing certainly has a dependency on consumers who will be the support in producing content that goes viral. The Fudgybro brand is one brand that uses a viral marketing strategy that involves consumers in most of its content. Using the literature study research method helps researchers study a phenomenon that is analyzed using concepts that have been described in the literature. Based on the research carried out, the results obtained are that the Fudgybro Brand actively involves consumers to create viral marketing, starting with holding the "Cookie Bomb Challenge" so that it can reach not only Fudgybro's own social network, but also the environment of every consumer. Therefore, to produce a brand that can reach a wider reach, it is necessary to have an appropriate strategy to meet the targets of the brand itself. This study highlights the novelty of consumer-generated viral marketing through participatory digital culture, where consumers act not only as message recipients but also as active co-creators of brand content. The contribution of this research lies in demonstrating how consumer engagement and co-created experiences can strengthen brand awareness and purchase intention, expanding the understanding of viral marketing within communication studies.Keywords: advertising; creative; viral marketing; consumers.
Co-Authors , Nikmah Hadiati Salisah Aditya Maulana, Lukman