PIETY COMMODIFICATION OF NIQABIS IN SOCIAL MEDIA INSTAGRAM

This study explains how the term of piety which is shown by well-known niqabis women on a social media like Instagram that has been negotiated and commodified for certain reason. By using theoretical concept concerning Commodification Piety, means labelling name Islam (kind new piety) to explain commodity (Shirazi, 2016), this argues Instagram, who have an online Muslim clothing brand modified values women’s body in Islamic context. A qualitative approach feminist paradigm was used see various digital data caption photo their posts. The result shows exploit form “hijrah” “syar’i clothing” categorization build unconsciously contains knowledge propaganda. concludes there commodification process constructed Instagram. That not only involving niqab piety, but also praise product sale.