Garuda - Garba Rujukan Digital

Bule Barbie’s YouTube Channel and Religious Commodification: A Multimodal Discourse Analysis Theresya, Pingky; Mahendra, Radya Rakha; Arafat, Salsabila Benj; Syahriyani, Alfi
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.v4i1.47441

Commodification refers to the process of something that is given a market value and traded. Various aspects of life can be commodified, including religion. This study investigates how Bule Barbie’s YouTube content represents the commodification of Islam by employing Multimodal Discourse Analysis (MDA), as proposed by Gunther Kress and Theo van Leeuwen, along with Karl Marx’s theory of commodification. This research aims to explore how religious elements are transformed into commodities on social media platforms, particularly YouTube. The analysis focuses on five multimodal systems: linguistic, visual, audio, gestural, and spatial. Bule Barbie's videos are deliberately presented engagingly and cheerfully to attract viewers, reflected in her friendly persona. The findings reveal that the commodification process can be observed through the use of Islamic expressions such as Alhamdulillah, Bismillahirrahmanirrahim, and Allahu Akbar; the mention of Islamic practices such as fasting, takjil, and Eid al-Fitr; her use of religious attires such as gamis and hijab; and her visits to mosques. These elements show how all five multimodal systems are utilized to convey and commodify Islamic values in the content. The implication of this research is to raise awareness about how religious symbols and practices can be commercialized in digital media, prompting further discussion on the ethical boundaries of spiritual representation in online content.

The Depiction of Putin’s Power and Dominance in Political Cartoons about Russia-Ukraine War Nasira, Nurina; Syahriyani, Alfi; Abdurossyid, Abdurrosyid
Buletin Al-Turas Vol 31, No 1 (2025): Buletin Al-Turas
Publisher : Fakultas Adab dan Humaniora, UIN Syarif Hidayatullah Jakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/bat.v31i1.37563

PurposeThis study aimed to investigate the depiction of Vladimir Putin’s Power and Dominance in political cartoons collected from usnews.com, and identified the social contexts underlying the creation of those political cartoons. MethodThis research used qualitative methods which engaged in discovering and uncovering the meaning of a particular phenomenon. The sample data was three political cartoons related to the Russia-Ukraine War taken from usnews.com. It employed Multimodal Discourse Analysis (MDA) approach of Visual Grammar from Kress & Leeuwen (2006) to examine the visual mode, and Systemic Functional Grammar theory from Halliday & Matthiessen (2014) to analyze the verbal modes. Results/findingsThe findings showed that Vladimir Putin in political cartoons was represented as a negative powerful figure through the dominant use of the narrative process. Whilst the images of Putin as a ruthless and dictator figure were revealed in the verbal modes through the use of material, relational, and mental process. Each political cartoon's social context connects the visual and verbal modes while providing clearer information about the reason for cartoonists created these political cartoons. The partiality of the American cartoonists to the United States and Western countries also revealed through the political cartoons that worked as a medium to convey the cartoonists’ thoughts, showing that they fought against the invasion. ConclusionThrough visual and verbal analysis, the cartoonist constructed a negative portrayal of Vladimir Putin as a dictatorial leader. However, this study has limitations in its scope since it does not deeply address potential variations in viewer or audience’s interpretation based on individual backgrounds and experiences. Therefore, future researchers are encouraged to expand upon this study by exploring the production and consumption of similar texts, which may offer diverse or multiple perspectives on the subject.

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

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.

Bule Barbie’s YouTube Channel and Religious Commodification: A Multimodal Discourse Analysis Syahriyani, Alfi; Theresya, Pingky; Mahendra, Radya Rakha; Arafat, Salsabila Benj
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.v4i1.46636

Commodification refers to the process of something that is given a market value and traded. Various aspects of life can be commodified, including religion. This study investigates how Bule Barbie’s YouTube content represents the commodification of Islam by employing Multimodal Discourse Analysis (MDA), as proposed by Gunther Kress and Theo van Leeuwen, along with Karl Marx’s theory of commodification. This research aims to explore how religious elements are transformed into commodities on social media platforms, particularly YouTube. The analysis focuses on five multimodal systems: linguistic, visual, audio, gestural, and spatial. Bule Barbie's videos are deliberately presented engagingly and cheerfully to attract viewers, reflected in her friendly persona. The findings reveal that the commodification process can be observed through the use of Islamic expressions such as Alhamdulillah, Bismillahirrahmanirrahim, and Allahu Akbar; the mention of Islamic practices such as fasting, takjil, and Eid al-Fitr; her use of religious attires such as gamis and hijab; and her visits to mosques. These elements show how all five multimodal systems are utilized to convey and commodify Islamic values in the content. The implication of this research is to raise awareness about how religious symbols and practices can be commercialized in digital media, prompting further discussion on the ethical boundaries of spiritual representation in online content.

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

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.

Evaluating the Translation of Islamic Terminologies in Islam: The Faith of Love and Happiness Pratiwi, Yulya Era; Syahriyani, Alfi
Muslim English Literature Vol. 1 No. 2 (2022): Muslim English Literature
Publisher : UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/mel.v1i2.27443

This research aims to identify the translation procedure and translation quality of the book Islam: Risalah Cinta dan Kebahagiaan, written by Haidar Bagir and its English translation version Islam: The Faith of Love and Happiness, translated by Sayed Hyder. It employed qualitative descriptive method to describe the data. The collected data was categorized based on the terms associated with ibadah (worshiping) and muamalah (dealing). It was obtained by carefully reading the books both in the source and the target language, and analyzed using Newmark's translation procedure (1988) and Nababan’s translation quality (2012). This research found 23 data categorized as worshiping terms and 13 data categorized as dealing terms. The results showed that there were 9 translation procedures employed by the translator, where couplet contributed to create a high accuracy level, while synonymy created the low accuracy level. It also revealed that synonymy procedure created a high acceptability level whereas naturalization procedure showed the low acceptability level.

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

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.

Title

Found 17 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 17 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 17 Documents
Search