REPRESENTASI PEREMPUAN MUSLIMAH DALAM KONTEN VIDEO KAMPANYE “BEAUTY MOVES YOU: THE EXPERINCE” OLEH WARDAH

Zhahirah Rifqah Qanita, NIM.: 21102010068 (2026) REPRESENTASI PEREMPUAN MUSLIMAH DALAM KONTEN VIDEO KAMPANYE “BEAUTY MOVES YOU: THE EXPERINCE” OLEH WARDAH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study investigates how Muslim women are portrayed in Wardah’s campaign video Beauty Moves You: The Experience. It is grounded in the premise that media do not merely mirror social realities; rather, they actively construct and circulate meanings through representational practices. Therefore, the campaign is examined as a site where ideas about Muslim women and the notion of beauty are produced, framed, and communicated to audiences. The research specifically explores how the campaign articulates the concept of Muslim women’s beauty through visual and narrative elements, positioning beauty not only as a physical attribute but also as a set of inner qualities, including morality, spirituality, empowerment, and social engagement. In addition, this study evaluates the extent to which these representations correspond with the lived experiences and socio- religious values of contemporary Muslim women. A descriptive qualitative design was employed, drawing on Stuart Hall’s theory of representation and Charles Sanders Peirce’s semiotic framework. The analysis focused on identifying and interpreting icons, indices, and symbols embedded in both visual and verbal components of the video. Data were collected through systematic observation of the campaign content, documentation, and in-depth interviews with Muslim women who were involved in or connected to the Beauty Moves You community. The collected data were interpreted to uncover the meanings constructed by the campaign as well as the audience’s responses to these messages. The findings indicate that the campaign depicts Muslim women as dynamic, capable, and socially engaged individuals who maintain their Islamic identity while participating actively in public life. Beauty is framed as a holistic concept that integrates external appearance with ethical character, faith, and social responsibility. Consequently, the Wardah campaign functions not only as a marketing strategy but also as a discursive platform that shapes narratives of empowerment, inclusivity, and the reaffirmation of Muslim women’s identities within the public sphere.

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