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All Journal Jurnal Pembelajaran Bahasa dan Sastra
Pratiwi, Narita
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Education Languange, Linguistic, Communication & Media Other

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Halal Culture in the Digital Sphere: A Semiotic Analysis of Culinary Reviews on Social Media Pratiwi, Narita; Leiliyanti, Eva; Nurbaity; Kurniati, Nurul Adha
Jurnal Pembelajaran Bahasa dan Sastra Vol. 4 No. 6 (2025): November 2025
Publisher : Raja Zulkarnain Education Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55909/jpbs.v4i6.966

Abstract

PThis study investigates how halal values and images are represented on social media, particularly through culinary reviews on the TikTok platform. In the context of urban Muslim communities, the halal label serves not only as a marker of adherence to religious teachings but also as a representation of evolving culture and identity. Through a semiotic analysis of Ferdinand de Saussure, this study reveals how visual and narrative symbols are used by content creators to construct the meaning of halal in the digital space. The research findings indicate that halal imagery on TikTok does not always refer to official certification, but rather to social construction and perceptions of trust formed through digital narratives. This phenomenon reflects the commodification of halal, where religious values are reproduced as communication and marketing strategies within the context of digital capitalism.
Co-Authors Eva Leiliyanti, Eva Kurniati, Nurul Adha Nurbaity