MITOS MUSLIM IDEAL DALAM BUDAYA KONSUMSI DIGITAL: PEMBACAAN SEMIOTIK ROLAND BARTHES ATAS KONTEN KULINER HALAL

Taufiq, NIM.: 24200011055 (2026) MITOS MUSLIM IDEAL DALAM BUDAYA KONSUMSI DIGITAL: PEMBACAAN SEMIOTIK ROLAND BARTHES ATAS KONTEN KULINER HALAL. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study analyzes the construction of food narratives on social media and their impact on the formation of Muslim identity and urban consumption culture in Indonesia. Focusing on the shift in the culinary advertising landscape from conventional media to a new media era driven by digital content creators, this research examines how religious symbols are commodified and visually articulated. By integrating Roland Barthes’ Visual Semiotics and Netnography (Robert V. Kozinets), framed through the theories of Commodification of Religion and "Proper Halal" (Najib Kailani & Johan Fischer), this thesis investigates audio-visual artifacts from three popular digital culinary curator accounts: @kulinermuslim.id, @makanbarengbucila, and @navitohalal (@navito_halal_id). The results reveal three key findings. First, a paradigmatic shift has occurred in culinary advertising, moving from conventional, rigid, one-way broadcasting oriented toward juridical compliance and institutional trust (LPPOM MUI post-1988 porcine fat scare) to a networked mass self-communication ecosystem relying on lifestyle branding, peer and visual assurance, and curated authenticity. Second, the three accounts demonstrate distinct curation patterns tailored to urban lifestyle niches: @kulinermuslim.id constructs informational trust through critical halal point education and the #halalitusehat campaign; @makanbarengbucila leverages parasocial trust grounded in domestic-family narratives, child-friendly spaces, and musalla availability; while @navitohalal establishes expert trust through global culinary verification (halal ramen and Wagyu in Japan) and cosmopolitan piety narratives. Third, Barthesian semiotic analysis reveals that denotative signifiers (halal logos, Arabic/Bismillah texts, stylish Muslimah attire, musalla footage, foodporn cinematography, and ASMR audio) and connotative meanings (spiritual safety, thayyib hygiene, and urban class status) converge to form the myth of the "Ideal Muslim". This myth naturalizes the idea that religious piety and active participation in modern consumer culture can be harmoniously integrated. Consequently, the halal discourse transforms from a passive legal restriction into "proper halal"—an aesthetic marker, hygiene standard, and status symbol for the digital urban Muslim middle class.

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