Faking the Arabic Imagination Till We Make it: Language and Symbol Representation in the Indonesian E-Commerce

Kamaluddin Abu Nawas; Abdul Muiz Amir; Alim Syariati; Fahmi Gunawan

doi:10.17507/tpls.1304.21

Authors

Kamaluddin Abu Nawas Universitas Islam Negeri Alauddin Makassar
Abdul Muiz Amir Institut Agama Islam Negeri Kendari
Alim Syariati Universitas Islam Negeri Alauddin Makassar
Fahmi Gunawan Institut Agama Islam Negeri Kendari

DOI:

https://doi.org/10.17507/tpls.1304.21

Keywords:

Arabic Language, Commodification, E-commerce, The Ideology of Religiosity, Virtual Ethnography

Abstract

This study aimed to examine the relationship between Arabization and Islamization discourses by Arabic commodification in the Muslim’s branding construction in Indonesian e-commerce media. Previous studies on Arabic commodification related to Islamism ideology were limited to textbooks, speeches, regulations, and news narratives. Similar practices can also occur in the digital economy by representing labels or brands of e-commerce products and services. The data collected was based on store labels, brands, and product descriptions using Arabic theological terms. It was then analyzed using a digital ethnographic design that combines an interdisciplinary approach to critical discourse analysis (CDA) and critical hermeneutics studies. The results showed that labels on Indonesian e-commerce contain pious political-economic ideology through Arabic commodification. This is represented by Muslim merchant agents that insert dogmatic theological terms as store labels, product brands, and descriptions. The practices are used as sellers and missionary tools to attract public attention to the positive Islamic economics image. This strategy has gained the trust of Muslim consumers in Indonesia regarding product quality and service satisfaction. Therefore, this study implied that some digital e-commerce businesses in non-Arab Muslim countries created Islamic missionary-based marketing.

Author Biographies

Kamaluddin Abu Nawas, Universitas Islam Negeri Alauddin Makassar

Arabic Language Department

Abdul Muiz Amir, Institut Agama Islam Negeri Kendari

Department of Qur'anic and Hadith Studies

Alim Syariati, Universitas Islam Negeri Alauddin Makassar

Management Department

Fahmi Gunawan, Institut Agama Islam Negeri Kendari

Arabic Education Department

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