Narasi Jilbab dan Realitas Simulakra di Akun Instagram @buttonscarves

Putri Maulina, Ainal Fitri, Dony Arung Triantoro

Abstract


Buttonscarves menjadi brand fashion jilbab yang menargetkan perempuan muslim dengan kelas sosial menengah ke atas sebagai konsumennya. Melalui akun Instagram @buttonscarves, produsen fashion jilbab ini berupaya menarik perhatian konsumen dengan menciptakan beragam narasi sehingga terciptanya realitas-realitas tertentu. Penelitian ini bertujuan untuk menelaah bagaimana realitas perempuan muslim dan jilbab diciptakan dalam narasi Buttonscarves di akun Instagram @buttonscarves. Peneliti juga menggunakan sudut pandang Baudrillard tentang Simulakra dan Hiperrealitas. Peneliti menggunakan pendekatan kualitatif dan metode analisis semiotika Jean Barudrillard terhadap sembilan teks berupa video dan foto yang ada di akun tersebut di sepanjang tahun 2022. Temuan dalam penelitian ini menunjukkan bahwa Instagram @buttonscarves menciptakan simulasi realitas terhadap perempuan Muslim berjilbab. Narasi simulakra dalam Instagram @buttonscarves menunjukkan hiperrealitas nilai- nilai perempuan Muslim dan jilbab yang dapat membius khalayak perempuan Muslim. Sehingga jilbab tidak lagi dipandang dari nilai-nilai aslinya, namun menjadi realitas simulakrum murni dari citra yang diciptakan oleh Buttonscarves.

 

Buttonscarves is a hijab fashion brand that targets Muslim women belonging to the middle and upper social classes. Through the Instagram account @buttonscarves, this hijab fashion producer attracted consumers’ attention by constructing narratives that shape distinct realities. This study delves into how the Buttonscarves’ narratives on the @buttonscarves create the reality of Muslim women and the headscarf. In analyzing this phenomenon, Baudrillard's concepts of Simulacra and Hyperreality serve as theoretical underpinnings. Employing a qualitative approach, this research adopts the Jean Baudrillard Semiotics Analysis method to analyze nine texts, encompassing videos and photos posted throughout 2022. The study's findings shed light on the Instagram account’s ability to engender a simulated reality of Muslim women wearing headscarves. Simulakra's narrative on Instagram @buttonscarves shows the hyperreality of Muslim women's values and the headscarf that can anesthetize Muslim women audiences. Consequently, the headscarf is no longer seen from its original values but becomes a pure simulacrum reality of the image created by Buttonscarves.


Keywords


Fashion Perempuan Muslim; Hijab; Hiperrealitas; Hyperreality; Instagram; Jilbab; Muslim Women's Fashion; Simulacra; Simulakra

Full Text:

PDF

References


Akhyar, L. Y. (2014). Postmodernisme Teori dan Metode. PT. Raja Grafinco Persada. Jakarta.

Alfi’ah, F. R., Rahman, A., & Nurcahyono, O. H. (2020). Hiperrealitas Konsumsi Tanda dan Makna Pada Trending Fashion Jilbab oleh Mahasiswi. Fikri: Jurnal Kajian Agama, Sosial Dan Budaya, 5(2), 197–209.

Amz, T. (2014). Dismantling the stereotypes of Islam, Arab, and Muslim women in the visual and print media of the western world. Jurnal Kajian Komunikasi, 2(2), 148–154.

Angeliqa, F., & Andriani, F. (2020). Hyperreality study of hijab fashion celebrity. Informasi, 50(1), 58–70.

Arsita, A. (2017). Simulakra Baudrillard dalam Multidimensi Posmodernisme: Kajian Fotografi Makanan dalam Media Sosial Instagram. Rekam: Jurnal Fotografi, Televisi, Animasi, 13(2), 85–98.

Aylesworth, G. E., Bergo, B., Brockelman, T. P., Clej, A., Hey, D. W., Hyland, D. A., O’Neill, B., Oosterling, H., Ross, S. D., & Rudolph, K. (2014). Subjects and Simulations: Between Baudrillard and Lacoue-Labarthe. Lexington Books.

Baudrillard, J. (1994). Simulacra and simulation. University of Michigan press.

Baudrillard, J. (2001). Jean Baudrillard: selected writings. Stanford University Press.

Biasini, N. (2019). Pergeseran representasi feminitas dalam film animasi disney princess. Widyakala: Journal Of Pembangunan Jaya University, 5(2), 111–122.

Christanti, M. F., Mardani, P. B., Cahyani, I. P., & Sembada, W. Y. (2021). “Instagramable”: Simulation, Simulacra And Hyperreality on Instagram Post. International Journal of Social Service and Research (IJSSR), 1(4), 394–401.

Cooke, M. (2008). Deploying the muslimwoman. Journal of Feminist Studies in Religion, 24(1), 91–99.

Edastami, M., & Mahfudz, A. A. (2019). An Analysis of The Effect of Fashion Consciousness as A Mediating Factor on Hijab Fashion Consumption in Indonesia. Tazkia Islamic Finance and Business Review, 13(1).

Ernungtyas, N. F., Puspita, R., Suryaningsih, S. I., Amelia, Y. R., Lamini, L., & Hendarrita, Y. (2016). Youth Culture dan Gaya Busana: Hiper-Realitas Pekerja Muda Perempuan Terhadap Produk Fashion Bermerek di Jakarta. Jurnal Nomosleca, 2(1).

Hanik, U., Zahid, A., & Sholikhah, R. A. (2022). Commodification of Religious Symbols through the Practice of Islamic Lifestyle on Hijabers in Kediri. SANGKéP: Jurnal Kajian Sosial Keagamaan, 5(1), 1–16.

Hikmawan, M. D., & Azwar, A. F. A. (2020). Fashion Branding Dalam Narasi Simulacra dan Simulasi (Penggunaan Brand “Nike” dalam Menentukan Status Sosial di Masyarakat). Journal of Scientific Communication (Jsc), 1(1).

Ismoyo, P. J. (2016). Islamofobia di Prancis: diskriminasi perempuan muslim maghribi. Cakrawala Jurnal Penelitian Sosial, 5(2).

Kellner, D. (2006). Jean Baudrillard after modernity: provocations on a provocateur and challenger. International Journal of Baudrillard Studies, 3(1), 1–32.

Kusumawati, A., Listyorini, S., Suharyono, & Yulianto, E. (2020). The role of religiosity on fashion store patronage intention of Muslim consumers in Indonesia. SAGE Open, 10(2), 2158244020927035.

Le, H. (2020). Blasé attitude, hyperreality, and social media. Crossing Borders: Student Reflections on Global Social Issues, 2(1).

Mahmood, S. (2015). Female fighters of Islamic state: why more from the West? RSIS Commentaries, 119.

Nasr, S. H. (2010). Islam in the modern world: Challenged by the west, threatened by fundamentalism, keeping faith with tradition. HarperOne New York.

Nuroniyah, W. (2019). Rethinking Hijab in Contemporary Indonesia: A Study of Hijab Community “Tuneeca Lover Community.” Wawasan: Jurnal Ilmiah Agama Dan Sosial Budaya, 4(2), 214–221.

Purwaningwulan, M. M., Suryana, A., ud Wahyudin, U., & Dida, S. S. (2018). The uniqueness of influencer marketing in the Indonesian muslim fashion industry on digital marketing communication era. International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018), 114–119.

Putri, M. S., & Imaduddin, F. (2021). Muslim di Prancis‎ (Dinamika, Eksistensi dan Historis)‎. Journal of Comparative Study of Religions (JCSR), 2(1).

Smith, R. G. (2010). Baudrillard Dictionary. Edinburgh University Press.

Susilawati, N., Yarmunida, M., & Elwardah, K. (2021). The halal fashion trends for hijabi community: Ideology and consumption. Dinar: Jurnal Ekonomi Dan Keuangan Islam, 8(2), 35–46.

Tseëlon, E. (2015). Jean Baudrillard: Post-modern fashion as the end of meaning. Thinking through Fashion: A Guide to Key Theorists, London: Tauris.

Wardiani, S. R. (2019). Muslimah’s Clothing Brand, Identity, and Myths in Barthes Semiotic Study. El Harakah, 21(1), 83.




DOI: https://doi.org/10.24815/jkg.v12i1.31232

Article Metrics

Abstract view : 43 times
PDF - 22 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Jurnal Komunikasi Global (JKG)
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Syiah Kuala
Jln. Tgk. Tanoh Abee, Darussalam, Banda Aceh, 23111
Telp.  (0651) 7555267
Email: jkg@usk.ac.id

 

Published by:

 

Indexed by: