Hybridity in Constructing Indonesian Muslimah’s Identity in Digital Space

Hijab nowadays has functioned more than just a religious practice but also as a fashion statement. As the globalization grows, the spread of western culture is also unavoidable. The growth of hijab as religious practice and as a fashion statement has combined both cultural and religious value. This study aims to analyze hybridity as represented in several Indonesian Muslim fashion designers’ photos in the digital space. This study, thus, employs a descriptive qualitative research design. Data of the study are collected purposively by comprising pictures, captions, and comments on their Instagram accounts. Then, the data are analyzed using qualitative content analysis methodology by utilizing appraisal theory. The study results reveal that hybridity exists between Islamic culture and other cultures in wearing hijab and clothes on Indonesian Muslim fashion designers’ Instagram. Moreover, the cultural hybridity dominated by western culture is highly appraised by the designers’ followers. The reflection of cultural hybridity and its appraisal show that Indonesian young Muslim women also negotiate several religious identities. The negotiation affirms their identity as a religious and modest urban Muslim at the same time