cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
-
Contact Email
-
Phone
-
Journal Mail Official
-
Editorial Address
-
Location
Kab. bantul,
Daerah istimewa yogyakarta
INDONESIA
Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies
Published by Universitas Muhammadiyah Yogyakarta
ISSN : 25990551     EISSN : 25990586     DOI : 10.18196/aijis
Core Subject : Education,
Education
Jurnal Afkaruna is an Indonesian bilingual journal published by the Faculty of Islamic Studies, Muhammadiyah University of Yogyakarta. The journal publishes empirically grounded and multidisciplinary work on Islam and its related issues, spanning the history, Quranic studies, Exegesis, tradition, education, dakwah, politics, sufism, philosophy, Islamic manuscripts, Islamic economics and finance, social movements, ritual and philanthropy. Afkaruna aims to promote excellent scholarship or articles on Islam that present original findings, new ideas or concepts that result from contemporary research projects in Islamic studies, area studies (especially Southeast Asia and the Middle East), social sciences, and the humanities.
Arjuna Subject : -
Articles 1 Documents
 1 
Search results for , issue "Vol 16, No 1 (2020): June 2020" : 1 Documents clear
Representation of Muslim Women as Seen in American Advertisements: Ability, Egalitarianism, and Resistance Moona Maghfirah
Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies Vol 16, No 1 (2020): June 2020
Publisher : Fakultas Agama Islam Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/AIIJIS.2020.0110.1-21

Abstract

Since Muslimah fashion has risen in the world, many companies are showing Muslim women who wear veiling their advertisements, including American brands advertisements. They are Nike, American Eagle, Covergirl, Fenty Beauty, and Gap. This case is important to be discussed, because it is completely opposite. America is well-known as Islamophobia country and hijab-Muslim woman as an identity of Islam religion. Therefore, the study aims to reveal the meaning of the Muslimah model in these advertisements. The method used in this study is a qualitative descriptive method and applies Roland Barthes semiotic theory and religification of commodities theory. This research found the meanings of Muslimah models refer to the current phenomena of Muslimah life such as the modern beauty and lifestyle of Muslimah, and the freedom in showing their status and skill, and the diversity in the representation of woman beauty. Three myths (ideologies) found in this research are a deconstruction of a negative stereotype of Muslimah in America, beauty standard, and egalitarianism values. Therefore, this research argues that the advertisement is an underground movement of Muslim women as their resistance to negative stigmas in American society by expressing their identities, ability, and egalitarianism values.

Page 1 of 1 | Total Record : 1

 1 

Filter by Year

2020 2020


Reset
Filter By Issues
All Issue Vol. 21 No. 2: December 2025 Vol. 21 No. 1: June 2025 Vol. 20 No. 2: December 2024 Vol 20, No 1: June 2024 Vol 19, No 2: December 2023 Vol 19, No 1: June 2023 Vol 18, No 2: December 2022 Vol 18, No 1: June 2022 Vol 17, No 1 (2021): June 2021 Vol 17, No 2: December 2021 Vol 17, No 1: June 2021 Vol 16, No 1 (2020): June 2020 Vol 16, No 2: December 2020 Vol 16, No 1: June 2020 Vol 15, No 2 (2019): December 2019 Vol 15, No 2: December 2019 Vol 15, No 1: June 2019 Vol 14, No 1 (2018): June 2018 Vol 14, No 2: December 2018 Vol 14, No 1: June 2018 Vol 13, No 2 (2017): December 2017 Vol 13, No 1 (2017): June 2017 Vol 13, No 2: December 2017 Vol 13, No 1: June 2017 Vol 12, No 2 (2016): December 2016 Vol 12, No 1 (2016): June 2016 Vol 12, No 2: December 2016 Vol 12, No 1: June 2016 Vol 11, No 2: December 2015 Vol 11, No 1: June 2015 Vol 10, No 2 (2014): December 2014 Vol 10, No 2: December 2014 Vol 10, No 1: June 2014 Vol 9, No 2 (2013): December 2013 Vol 9, No 1 (2013): June 2013 Vol 9, No 2: December 2013 Vol 9, No 1: June 2013 Vol 8, No 2: December 2012 Vol 8, No 1: June 2012 More Issue