Institutional Repository UIN Sunan Kalijaga YogyakartaREPRESENTASI KESALEHAN MUSLIMAH DALAM IKLAN KOSMETIK WARDAH DI INSTAGRAMNIM.: 22105040047Huwaidal WidadiauthorThe evolution of digital communication technology—particularly visual social media platforms like Instagram—has created a new cultural space enabling the virtual production of religious meaning. This phenomenon has reinforced the trend of representing spiritual symbols, such as Muslim women's piety, through commercial content in the digital realm. Drawing on Stuart Hall’s theory of representation, this study aims to analyze how the meaning of Muslim women's piety is constructed in Wardah Cosmetics' Instagram advertisements. The study employs a qualitative research approach and semiotics. Data were collected through direct observation of visual posts and text on Wardah’s Instagram account, as well as through the documentation of symbolic elements used. Data analysis was conducted descriptively and interpretatively, examining sign systems through the lens of Stuart Hall’s constructivist approach. This research utilizes a qualitative approach with a descriptive method to understand the representation of Muslim women's piety in Wardah cosmetic advertisements on Instagram. The research subjects are advertisements posted on Wardah’s official Instagram account (@Wardahbeauty) between 2024 and 2025. The data consist of primary data—specifically Wardah’s advertisement posts—and secondary data, including journals, books, theses, and other relevant sources. Data collection was carried out through observation, documentation, and literature review. The collected data were analyzed using Stuart Hall’s theory of representation, supported by Saba Mahmood’s concept of piety and David Morgan’s concept of "Visual Piety," to understand how the meaning of Muslim women's piety is constructed through various elements within the advertisements. The findings indicate that the meaning of piety in Wardah’s Instagram advertisements does not emerge organically but is consciously constructed by the industry through a skillful combination of visual cues—such as models wearing fashionable hijabs, pastel colors, and theological narratives. These symbols undergo a process of naturalization, wherein the online community accepts the link between beauty ideals and spiritual devotion as self-evident. This process reveals that Instagram functions not merely as a medium for commercial advertising but also as a platform for the commodification of religion, giving rise to new myths regarding piety. Therefore, the construction of Muslim women's piety on social media is a product of the capitalist system, closely linked to Islamic popular culture.302.231 Media Komunikasi, Media Massa, Media Sosial2026-08-05UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS USHULUDIN DAN PEMIKIRAN ISLAMThesis

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