BRANDING OF HALAL PRODUCTS IN INDONESIA: CONTESTATION BETWEEN RELIGIOUS, IDENTITY AND COMMODITY INTERESTS
| Main Author: | Aziz, Muhammad |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Center for Research and Community Service, State Islamic Institute Metro
, 2020
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| Online Access: |
http://e-journal.metrouniv.ac.id/index.php/akademika/article/view/2102 http://e-journal.metrouniv.ac.id/index.php/akademika/article/view/2102/1742 |
Daftar Isi:
- The term "halal" is now not only the domain of religious studies, but also has implications for socioeconomic studies. Halal discourse finds space for debate and reinforcement in lectures, seminars and conferences both at the local and international level. As if the business sector does not want to be left behind, it also gives serious attention by giving halal labeling to the products produced. Halal labeling is not only on food products, but also on equipment, health, cosmetics, tourism, fashion and financial products. The seriousness of the company in the issue of halal is shown by giving emphasis to advertisements made and displayed in print and electronic media. As a matter of fact, the halal claim has finally become a phenomenon and has become a product phenomena not only in Indonesia, but also in the world. This phenomenon needs to be seen and examined as a form of religious awareness and obedience, or just a trending business oriented calculation. This study uses the critical theory of Habermas which evaluates reality rationally. Through the critical theory offered by Habermas, the existence of "halal" can be interpreted as a phenomenon that needs to be expressed its identity in this life, both religious life, social and state. Because, "halal" is not only related to the issue may or may not but there is an impact caused. The impact is related to various lines of life, whether religious, social, cultural, political or economic. Through this article, a critical study was conducted on the presence of "halalization" of all products both goods and services. Thus, the behavior arises that if consumption on commodities that are not labeled, these commodities are not allowed by religion. Yet if given a series of "labels" is not a measure of religious religiosity.