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Master Degree Thesis Hacettepe University Graduate School Of Social Sciences Department of Communication Sciences THE ROLE OF SOCIAL MEDIA FOR THE MODEST FASHION MOVEMENT IN INDONESIA Siti Dewi Aisyah Master Degree Thesis Ankara, 2017 THE ROLE OF SOCIAL MEDIA FOR THE MODEST FASHION MOVEMENT IN INDONESIA Siti Dewi Aisyah Hacettepe University Graduate School Of Social Sciences Department of Communication Sciences Master Degree Thesis Ankara, 2017 DECLARATION I promise that my thesis/report is completely my own work and that I have provided a source for every quotation and citation. I give permission for paper and digital copies of my thesis/report to be kept in Hacttepe University’s Graduate School of Social Sciences’ archives under the conditions indicated below: My thesis/Report can be accessed in full from any location. My thesis/Report can only be accessed from Hacettepe University premises. I do not want my thesis/report to be accessed until ..... year(s) later. After this amount of time if I have not applied to an extension of time, my thesis/report can be accessed in full from any location. June 1st 2017 Siti Dewi AİSYAH YAYIMLAMA VE FİKRİ MÜLKİYET HAKLARI BEYANI Enstitü tarafından onaylanan lisansüstü tezimin/raporumun tamamını veya herhangi bir kısmını, basılı (kâğıt) ve elektronik formatta arşivleme ve aşağıda verilen koşullarla kullanıma açma iznini Hacettepe Üniversitesine verdiğimi bildiririm. Bu izinle Üniversiteye verilen kullanım hakları dışındaki tüm fikri mülkiyet haklarım bende kalacak, tezimin tamamının ya da bir bölümünün gelecekteki çalışmalarda (makale, kitap, lisans ve patent vb.) kullanım hakları bana ait olacaktır. Tezin kendi orijinal çalışmam olduğunu, başkalarının haklarını ihlal etmediğimi ve tezimin tek yetkili sahibi olduğumu beyan ve taahhüt ederim. Tezimde yer alan telif hakkı bulunan ve sahiplerinden yazılı izin alınarak kullanılması zorunlu metinlerin yazılı izin alınarak kullandığımı ve istenildiğinde suretlerini Üniversiteye teslim etmeyi taahhüt ederim. o Tezimin/Raporumun tamamı dünya çapında erişime açılabilir ve bir kısmı veya tamamının fotokopisi alınabilir. (Bu seçenekle teziniz arama motorlarında indekslenebilecek, daha sonra tezinizin erişim statüsünün değiştirilmesini talep etseniz ve kütüphane bu talebinizi yerine getirse bile, teziniz arama motorlarının önbelleklerinde kalmaya devam edebilecektir) o Tezimin/Raporumun ……………..tarihine kadar erişime açılmasını ve fotokopi alınmasını (İç Kapak, Özet, İçindekiler ve Kaynakça hariç) istemiyorum. (Bu sürenin sonunda uzatma için başvuruda bulunmadığım takdirde, tezimin/raporumun tamamı her yerden erişime açılabilir, kaynak gösterilmek şartıyla bir kısmı veya tamamının fotokopisi alınabilir) o Tezimin/Raporumun……………..tarihine kadar erişime açılmasını istemiyorum ancak kaynak gösterilmek şartıyla bir kısmı veya tamamının fotokopisinin alınmasını onaylıyorum. o Serbest Seçenek/Yazarın Seçimi 01/06/2017 Siti Dewi AİSYAH ETİK BEYAN Bu çalışmadaki bütün bilgi ve belgeleri akademik kurallar çerçevesinde elde ettiğimi, görsel, işitsel ve yazılı tüm bilgi ve sonuçları bilimsel ahlak kurallarına uygun olarak sunduğumu, kullandığım verilerde herhangi bir tahrifat yapmadığımı, yararlandığım kaynaklara bilimsel normlara uygun olarak atıfta bulunduğumu, tezimin kaynak gösterilen durumlar dışında özgün olduğunu, Tez Danışmanının Ünvanı, Prof. Dr. Mutlu BİNARK danışmanlığında tarafımdan üretildiğini ve Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü Tez Yazım Yönergesine göre yazıldığını beyan ederim. Siti Dewi AİSYAH ACKNOWLEDGEMENT First of all, I want to praise Allah the Almighty God to give me a chance to study in Turkey. Secondly, I would like to thank my thesis advisor Prof. Dr. Mutlu Binark of Hacettepe University, Faculty of Communication Sciences for guiding me through the work of my thesis. I am gratefully indebted to her for her valuable comments on this thesis. I also want to thank to Şüle Karataş for helping me out to the thesis process and also valuable feedbacks from the jury members. I would also express my gratitude to Turkish Government Scholarship for giving me grants in this educational journey. My gratitude also goes to the experts in Indonesian modest fashion who were involved in the interview for this research study. Withouth their insightful inputs and participations, this research could not have been successfully conducted. Finally, I must express my very profound gratitude to my parents, Bilal Syukur (the late) and Setyaningsih, and to my spouse, Arifan for providing me with unfailing supports and continous encouragements throughout my years of study and through the process of researching and writing this thesis. Also same goes to my bundle of joy, Al Fatih Zaydan M., who always gives me a happines during the tight schedule of my thesis. This accomplishment would not have been possible without them. Thank you very much. Ankara, June 2017 Siti Dewi Aisyah vi ABSTRACT AISYAH, Siti Dewi. The Role of Social Media for the Modest Fashion Movement in Indonesia, Master Degree Thesis, Ankara, 2017 Islamic Modest Fashion has become one of the emerging creative industries. It is said that social media has making a role in its development. From designers, hijabi bloggers and then instagrammers, many women are often seen posting their everyday outfits through social media. They want to combine their faith with cutting-edge fashion trend. Muslim consumers have become a potential targeted market due to the increasing of women wearing hijab. Muslim consumers are projected to spend $327 billion on clothing by 2019. Indonesia, as the biggest Muslim majority country, has targeted to be the Center of Islamic Modest Fashion in the world as its national branding by 2020. This study will examine how social media especially blog and Instagram can lead the movement of Islamic Modest Fashion in Indonesia, how it also brings consumer culture to hijab and as the result it triggers Indonesia to brand itself. This study will illustrate how all the elements of fashion industry in Indonesia including the designers, bloggers, instagrammers and also Indonesian Agency for Creative Economy (BEKRAF) work together to make Indonesia the center of Islamic Modest Fashion. This research will be conducted through in-depth interviews with designers, bloggers, instagrammers and agency officials. Besides in- depth interviews, this research will investigate pictures posted on Instagram through semiotic analysis in the context of the Islamic Modest Fashion trend. This research will also contain a literature review of a diverse group of studies on topics related to the study. This research will be examined through several theoretical frameworks including the study of social media, creative industry and consumer culture. Fashion and consumer culture are also two main topics because fashion furthermore leads to the consumer culture. The possible benefit of this research is to be a reference literature of Islamic Modest Fashion especially in an Indonesian context. Key Words blog, consumer culture, creative industry, hijaber, Instagram, Indonesia, Muslim consumers, modest fashion, new media, social media vii ÖZET AİSYAH, Siti Dewi. Endonezya’da Muhafazakar Moda Hareketi’nde Sosyal Medyanın Rolü, Yuksek Lisans Tezi, Ankara, 2017 İslami Tesettür Modası yükselen yaratıcı endüstrilerden biri haline gelmiştir. Sosyal medyanın da bu modanın gelişiminde rolü olduğu söylenebilir. Tasarımcılardan, tesettürlü blog yazarlarından Instagram kullanıcılarına kadar pek çok kadın her gün giydiği kıyafetleri sosyal medya üzerinden yayınlamaktadır. Bu kadınlar dini inanışlarını teknolojinin olanaklarıyla birleştirmektedir. Dünyada tesettür giyen kadın sayısının artmasıyla birlikte Müslüman tüketiciler potansiyel bir hedef pazarı haline gelmiştir. Müslüman tüketicilerin 2019 yılına kadar kıyafet sektöründe 327 milyar dolar harcaması öngörülmektedir. En fazla Müslüman nüfusa sahip olan Endonezya, 2020 yılına kadar dünyanın İslami Tesettür Moda Merkezi olmayı hedeflemektedir. Bu çalışmada blog ve Instagram başta olmak üzere sosyal medyanın Endonezya'da İslami Tesettür Moda akımına nasıl öncülük ettiği, tüketim toplum ile tesettürü birbiriyle nasıl yakınlaştırdığı ve bunun sonucunda Endonezya'nın kendi ulusal markalaşmasına nasıl zemin hazırladığı incelenecektir. Bu çalışma tasarımcıları, blogerları ve Instagram kullanıcılarını da kapsayan moda endüstrisi bileşenleri ile Endonezya Yaratıcı Ekonomi Ajansı’nın (BEKRAF) Endonezya’yı İslami Tesettür Modası’nın merkezi haline getirebilmek için nasıl birlikte çalıştığını gösterecektir. Bu araştırmada tasarımcılarla, blogerlarla, Instagram kullanıcılarıyla ve ajans yetkilileriyle derinlemesine görüşmeler yapılacaktır. Derinlemesine görüşmelerin yanısıra bu araştırmada göstergebilimsel analiz yoluyla Instagram’da paylaşılan fotoğraflar İslami Tesettür Moda akımı bağlamında incelenecektir. Bu araştırma ayrıca çalışma konusuyla ilgili çeşitli literatür taramasını da kapsamaktadır. Araştırmada sosyal medya incelemesi, yaratıcı endüstri ve tüketim kültürü çalışmaları dâhil olmak üzere pek çok teorik çerçeve ile incelemeler yapılacaktır. Moda, tüketim kültürüne zemin hazırladığı için moda ve tüketim kültürü ayrıca çalışmanın iki temel konusunu oluşturmaktadır. Bu araştırmanın özellikle Endonezya bağlamında İslami Tesettür Modası literatürüne katkı sağlayacağı öngörülmektedir. viii Anahtar Sözcükler blog, tüketim kültürü, yaratıcı endüstri, tesettür, Instagram, Endonezya, Müslüman tüketiciler, tesettür modası, yeni medya, sosyal medya ix TABLE OF CONTENTS ACCEPTANCE AND APPROVAL
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