Proceedings of the 19th Annual International Conference on Islamic Studies, AICIS 2019, 1-4 October 2019, Jakarta, Indonesia

Research Article

Fashion and Lifestyle: Islamic Branding Using Vlog Activities on the Sungkars Family YouTube Channel

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  • @INPROCEEDINGS{10.4108/eai.1-10-2019.2291674,
        author={N  Adhha},
        title={Fashion and Lifestyle: Islamic Branding Using Vlog Activities on the Sungkars Family YouTube Channel},
        proceedings={Proceedings of the 19th Annual International Conference on Islamic Studies, AICIS 2019, 1-4 October 2019, Jakarta, Indonesia},
        publisher={EAI},
        proceedings_a={AICIS},
        year={2020},
        month={2},
        keywords={representation social media youtube channel the sungkars family},
        doi={10.4108/eai.1-10-2019.2291674}
    }
    
  • N Adhha
    Year: 2020
    Fashion and Lifestyle: Islamic Branding Using Vlog Activities on the Sungkars Family YouTube Channel
    AICIS
    EAI
    DOI: 10.4108/eai.1-10-2019.2291674
N Adhha1,*
  • 1: Graduate School of Syarif Hidayatullah State Islamic University of Jakarta, Indonesia
*Contact email: nurul.adhha13@mhs.uinjkt.ac.id

Abstract

Indonesia possesses various kinds of YouTube channels that become one of the popular social media in social life. It is used to be a communication activities platform through cyberspace by uploading videos informing diverse content. One of the existed YouTube channels nowadays is The Sungkars Family. Furthermore, it does not only provide the ordinary daily vlog activities, but it also presents a friendly content about education and missionary endeavor (da’wah). Through the videos, it can be one of the YouTube channels which promote Islamic branding based on lifestyles and fashions. Specifically, this research is included in a qualitative research methodology by using content analysis and virtual ethnography on The Sungkars Family YouTube channel. In the research, the author acts as the subscriber to observe, reconstruct the dialogues, describe, and document the information and activities virtually. Then, the results of the analysis explained descriptively. By using the representative concept, the author would like to appear how the admin of The Sungkars Family YouTube channel uses the activities-based various daily videos. Further on, the usual content providing on its YouTube channel is about family lifestyle and fashion. Through those contents, the admin can show the Islamic branding actively and the illustration of Islamic youths in Indonesia through the channel.