Department of Literature, Faculty of Humanities, Universitas Indonesia, Jl. Lingkar, Pondok Cina, Kecamatan Beji, Kota Depok, West Java, Indonesia 16424 , Indonesia
BibTex Citation Data :
@article{SABDA73103, author = {Jihan Aulia Ramadhani}, title = {Reframing Resistance: Religious Branding and New Hegemonies in Instagram Content of @ShejekIndonesia}, journal = {Sabda: Jurnal Kajian Kebudayaan}, volume = {20}, number = {1}, year = {2025}, keywords = {Reframing Resistance, Religious Branding, Digital Hegemony, Urban Fear, Muslim Women, Ride-Hailing, Shejek}, abstract = { This study examines how Shejek, a Sharia-based ride-hailing platform for Muslim women, constructs religious identity and reframes resistance within the context of Indonesia’s digital economy. Unlike mainstream services such as Gojek and Grab, Shejek integrates Islamic principles—including the avoidance of ikhtilat (unrestricted interaction between marriageable individuals) and khalwat (seclusion of a man and a woman in private spaces)—to market itself as a safer and more religiously appropriate transportation option. Through a qualitative content analysis of Shejek’s Instagram posts from 2023 to 2024, this research explores how narratives of urban fear, piety, and gendered safety are strategically deployed in digital branding. Findings reveal that rather than presenting a direct resistance to patriarchal structures, Shejek negotiates empowerment by embedding Islamic values into the platform economy, thereby creating a new form of hegemony. Its use of religious branding and fear-based narratives fosters emotional loyalty and market differentiation but also risks reinforcing exclusionary norms. This study contributes to critical discussions on religious commodification, gendered digital spaces, and the dynamics of cultural power in Southeast Asia’s sharing economy. }, issn = {2549-1628}, pages = {133--143} doi = {10.14710/sabda.20.1.%p}, url = {https://ejournal.undip.ac.id/index.php/sabda/article/view/73103} }
Refworks Citation Data :
This study examines how Shejek, a Sharia-based ride-hailing platform for Muslim women, constructs religious identity and reframes resistance within the context of Indonesia’s digital economy. Unlike mainstream services such as Gojek and Grab, Shejek integrates Islamic principles—including the avoidance of ikhtilat (unrestricted interaction between marriageable individuals) and khalwat (seclusion of a man and a woman in private spaces)—to market itself as a safer and more religiously appropriate transportation option. Through a qualitative content analysis of Shejek’s Instagram posts from 2023 to 2024, this research explores how narratives of urban fear, piety, and gendered safety are strategically deployed in digital branding.
Findings reveal that rather than presenting a direct resistance to patriarchal structures, Shejek negotiates empowerment by embedding Islamic values into the platform economy, thereby creating a new form of hegemony. Its use of religious branding and fear-based narratives fosters emotional loyalty and market differentiation but also risks reinforcing exclusionary norms. This study contributes to critical discussions on religious commodification, gendered digital spaces, and the dynamics of cultural power in Southeast Asia’s sharing economy.
Article Metrics:
Last update:
Last update: 2025-06-27 14:02:00
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to SABDA: Jurnal Kajian Kebudayaan and Faculty of Humanities Diponegoro University as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc. , will be allowed only with a written permission from SABDA: Jurnal Kajian Kebudayaan and Faculty of Humanities Diponegoro University.
SABDA: Jurnal Kajian Kebudayaan and Faculty of Humanities Diponegoro University and the Editors make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in JTSiskom journal are sole and exclusive responsibility of their respective authors and advertisers.
View My Stats
