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

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.