Halal Culture in the Digital Sphere: A Semiotic Analysis of Culinary Reviews on Social Media

Narita  Pratiwi; Eva   Leiliyanti; Nurbaity; Nurul Adha   Kurniati

doi:10.55909/jpbs.v4i6.966

Authors

Narita Pratiwi Prodi Sastra Inggris, Universitas Negeri Jakarta, DKI Jakarta, Indonesia
Eva Leiliyanti Prodi Sastra Inggris, Universitas Negeri Jakarta, DKI Jakarta, Indonesia
Nurbaity Prodi Sastra Inggris, Universitas Negeri Jakarta, DKI Jakarta, Indonesia
Nurul Adha Kurniati Prodi Sastra Inggris, Universitas Negeri Jakarta, DKI Jakarta, Indonesia

DOI:

https://doi.org/10.55909/jpbs.v4i6.966

Keywords:

halal culture, digital sphere, semiotic analysis, culinary reviews, social media

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.

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