KLAIM HALAL DAN MAKNA HIJRAH PADA IKLAN PRODUK HALAL DALAM PERSPEKTIF IBU-IBU MUSLIMAH

Abstract

This research aims to identify the participatory interpretation of Moslem mothers as the
audience of the halal’s product advertisement. The theory used in this research is
reception analysis to see how the media and audiences interact with one another as the
agent. The research object is the TV commercial of Total Almeera – the first halal
detergent in Indonesia. The technique of data collection is by conducting a Focus
Group Discussion consisted of Moslem mothers and career educators. The results of the
research found that most participants indicate the position of the dominant (hegemonic
reading) which contained beliefs as adherents of Islam. Being a small percentage of
participants indicating position negotiated reading or basically received but felt halal is
not enough before there is no guarantee of passes the test for sensitive skin. As for the
meaning of "hijra", most of the participants indicate the position of the dominant
(hegemonic reading) that the participants feel savvy and familiar with the word Hijra.
While a small percentage of participants indicating position of opposition (counter
hegemonic reading), or reject the use of the concept of hijrah on TV commercial since it
assumes not all moslems audience.