The Discourses and Symbolism of Halal in Indonesian Public Communication

Abstract

This study explores how the concept of halal is represented, communicated, and symbolized within Indonesian public discourse. As a Muslim-majority country, Indonesia has witnessed a growing presence of halal narratives not only in religious contexts but also across political, economic, and socio-cultural spheres. Using a qualitative content analysis approach, this research examines media texts, advertisements, government campaigns, and public discussions to reveal how halal functions both as a religious norm and a cultural symbol. The findings indicate that halal is often used strategically to shape consumer behavior, affirm political identity, and reinforce moral values in the public domain. Additionally, the discourse surrounding halal reflects tensions between tradition and modernity, as well as the commodification of religious identity in contemporary Indonesia. This study contributes to a deeper understanding of how religious terminology and symbolism are adapted in public communication to influence social perception and national identity formation.