COMMODIFICATION OF RELIGION AND THE REPRESENTATION OF NEW MUSLIM MASCULINITY IN KAHF EVERYDAY BRAND ADVERTISEMENTS

Abstract

This study examines the commodification of religion and representations of new masculinity in the marketing strategies of Kahf Everyday, a men’s grooming brand targeting urban Muslim men in Indonesia. Employing a qualitative approach, the research applies Roland Barthes’ semiotic analysis to decode Islamic symbols in advertisements and social media content, Norman Fairclough’s critical discourse analysis to explore socio-cultural contexts, and an evaluation of Islamic consumption ethics based on Monzer Kahf’s principles. The study analyzes the brand name “Kahf” derived from Surat Al-Kahfi, the da’wah narrative (#PejuangBerKahf), and representations of masculinity through sports, adventure, and self-care. Findings reveal that Kahf integrates piety with a modern lifestyle, reflecting social shifts among millennial Muslim men, but also highlights potential commercial exploitation, such as the use of controversial figures (Ragnar Oratmangoen) and the risk of symbolic consumption (israf). Nevertheless, Kahf contributes positively through social initiatives like mosque construction and the Kahfpreneur program. This study contributes to the discourse on religious commodification, emphasizing the need for a balance between economic profit and spiritual integrity in halal marketing.