Branding Religius dan Politik Halal: Analisis Kritis Komunikasi Periklanan Kawasan Industri Halal Cikande dalam Kerangka Komodifikasi Simbol Keagamaan

Abstract

This article analyzes the advertising communication of the Cikande Halal Industrial Zone (KIHC) as a state-mediated religious branding practice. Using Fairclough's Critical Discourse Analysis approach and the framework of religious branding semiotics, this study identifies how religious symbols are functioned as advertising appeals to attract investment and build regional image. Findings reveal three main rhetorical strategies: first, the use of sacred metaphors such as 'global halal axis' and 'modern halal valley' as positioning strategies; second, hybridization of religious and market language registers in persuasive message construction; third, commodification of halal and sharia labels into tradable brand assets. Analysis reveals that KIHC's advertising communication represents a form of political advertising where the state acts as an advertiser using religious legitimacy for economic-political interests. This practice generates tension between the authenticity of religious values and the instrumentalization of symbols in market logic, reflecting the paradox of contemporary sharia capitalism.