Komodifikasi Hijab pada Konten Video Instagram Uniqlo Indonesia Edisi #UniqloModestWear. (Commodification of Hijab in Uniqlo Indonesia Instagram Video Content #UniqloModestWear Edition (Semiotic Analysis of Charles Sanders Pierce)).

Syahputra, Ade (2022) Komodifikasi Hijab pada Konten Video Instagram Uniqlo Indonesia Edisi #UniqloModestWear. (Commodification of Hijab in Uniqlo Indonesia Instagram Video Content #UniqloModestWear Edition (Semiotic Analysis of Charles Sanders Pierce)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The hijab as one of the religious symbols worn by Muslim women is often used as a commodity by capitalists. Likewise with Uniqlo which is a fashion brand from Japan. As a fashion company originating from a country with a non-Muslim majority, Uniqlo targets Indonesia as a market because it has one of the largest Muslim populations in the world. By collaborating with celebgrams and artists who wear hijab in their daily lives. This study aims to determine the form of hijab commodification in Uniqlo Indonesia advertisements. By using qualitative methods and semiotic analysis approaches Charles Sanders Pierce as well as the triangle of meaning theory, namely signs, objects, and interpretations. The results of the analysis show that there is a practice of commodification of the hijab contained in the sign in Uniqlo Indonesia's Instagram advertisement/video content. This can be seen in how the hijab is used as one of the marketing strategies. Keywords : Semiotic, Hijab, Commodification, Content, Instagram.

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