Embracing the Future: Creative Industries for Environment and

Advanced Society 5.0 in a Post-Pandemic Era – Aulia et al. (Eds)

© 2023 Copyright the Author(s), ISBN: 978-1-032-20303-4
Open Access: www.taylorfrancis.com, CC BY-NC-ND 4.0 license

Gender equality campaign: #ambilpilihanmu on @zoyalover

F.A. Effendi & R.R. Wulan

Telkom University, Bandung, Indonesia

ABSTRACT: The development of Muslim fashion branding on Instagram makes competition

between brands intensive. Big brands are starting to create themes that are unique and attractive
to female consumers. This study was conducted to determine the new culture in social media,
Instagram: women empowerment. Muslim Fashion Brand Zoya contributed to the gender equality
campaign by releasing their new collection using #Ambilpilihanmu in their IG account. The research
purpose is to discover new realities of cultural artifacts on social media. Using virtual ethnography,
the researcher uncovers the tangible and intangible artifacts. The value of culture forms includes
interchangeable values, which means social or historical construction that is passed through certain
patterns in various forms, such as symbols, usage, or rules. The results showed: First, how Zoya
built a new fashion brand under the gender empowerment theme. Second, how the tangible and
intangible artifacts motivate and attract their followers to become loyal to their brand.

Keywords: #AmbilPilihanmu, gender equality Muslim fashion, Zoya, virtual ethnography

1 INTRODUCTION

The changes in the world change the way people live lives. In this challenging era, the development
of Muslim fashion branding on Instagram makes competition between brands more intense. Big
brands are starting to create some unique themes to attract female consumers. This Fearless Selec-
tion collection was launched by Zoya in conjunction with the #AmbilPilihanmu campaign. The
launch of the #AmbilPilihanmu campaign was the only campaign that raised concerns about equal
rights between women and men. Zoya’s strategic move is a pioneer in the field of Muslim fashion.
#AmbilPilihanmu campaign is carried out in the IG content. Zoya chooses to deliver the message
in the form of photos and short videos. By uploading those messages Zoya grabs the attention of
her followers on Instagram. There are 39 posts related to this campaign. Each post managed to
attract hundreds of likes, so does the short video. The video has been viewed up to 10,000 times
on Instagram. The campaign was first uploaded by Zoya on November 20, 2019, and ended on
March 9, 2020. This popular upload from Zoya’s post has 2,262 likes and 123 comments. The post
features images targeting an female audience aged 28–35 and is divided into several slides.
The main reason the researchers chose this theme is because most Muslim people think gender
empowerment and other feminism agenda as inappropriate. The urgency of this research is to prove
that feminism agenda is not a taboo and forbidden way of thinking for Muslim women. As we
can compare with the previous research by Verasatiwi and Wulan (2018), Achmad et al. (2020),
this research showed us another perspective about the power of media users. Media users had the
power to direct the media content. The kind of message they like and the lifestyle they choose. All
collaboration in one flow becomes a trend. This research trying to apply new methods to take a fresh
look at existing ideas of gender empowerment. According to Activity Theory (Juneman 2011), the
main source of explaining the relationship between tangible and intangible artifacts is related to
societal views, myths, and stigma. The emergence of the relationship between subject and object is
mediated through cultural and material artifacts. The relation between artifacts is always situated
in a social context of human practice. The subject relates to a collective community; this relation is

158 DOI 10.1201/9781003263135-32

Figure 1. Post #AmbilPilihanmu Zoya (Source: IG Zoya, 2021).

mediated as well as the relationship between subject and object. Activity theory is the main source
of explaining the relationship between tangible and intangible artifacts related to societal views,
myths, and stigma. The emergence of the relationship between subject and object is mediated
through cultural and material artifacts, in this case, devices and instruments. However, this relation
is also always situated in a social context of human practice. The subject relates to a collective
community; this relation is mediated through the relationship between subject and object.

2 RESEARCH METHODS

Gender can be defined as the formation of behavioral participation in society instilled through a
socialization process also related to the gender of women and men. Gender equality refers to a
situation where women and men have equal circumstances in the fulfillment of rights as well as
obligations. Feminist point-of-view theory makes three main claims: (1) Knowledge arises because
there is a social bond, (2) socially marginalized groups seek not to be marginalized by engaging in
questions, (3) research, particularly focusing on power relations, should begin with marginalized
lives, e.g., the narrative of gender equality.
Virtual ethnography is defined as the study used to find out about phenomena, where the focus
is on virtual communities that communicate using the internet as their medium. Hine (Nasrullah
2017: 9) states that virtual ethnography is used with the aim of investigating the internet as well as
exploring the user while using the internet. In other words, virtual ethnography is used to open up
new realities, which are neither visible to self nor visible to communities incorporated in computer
communication media along with other members of the virtual community.

2.1 Methods of data collecting

The data collection method used by the researchers is internet-based information retrieval. The
primary data were collected by observations on the Instagram post and the most suitable post with
the research aim was chosen. The secondary data were obtained from articles, references, and
previous research. Primary data were first compiled and sorted. After selecting several posts, we
analyzed the data and separated posts based on tangible and intangible areas. Semiotic perspective
was used to understand the meaning of the context between posts. 39 posts were chosen and selected
as the sample of the research.

3 RESULT AND DISCUSSION

Codes, signs, and visual styles displayed by Zoya’s creations #Tambil Choices show that they are
modern, simple, and strong. The choice of black, red, and white colors shows a mixture of courage,

159
Figure 2. The post from @zoyalover #AmbilPilihanmu (Source: IG Zoya 2021).

masculinity, and simplicity. The hijab dressing used by Muslim women remains the highlight of
the Fearless Selection design. Tangible points are also represented through the choice of fonts and
post-image designs that are fluid and popular. The edgy and attractive angle of the photo creates a
popular and modern effect.
However, the interaction between the subject and the community is mediated not only through
cultural artifacts but also through rules and division of labor. Division of labor is the distribution
of tasks, powers, and responsibilities that are negotiated on an ongoing basis between participants
in the activity system. According to Juneman (2011), activity theory research transformed the
processes of interaction between activities creatively by considering socio-historical aspects of
other activity systems, both inside and outside the organization. The table below shows how the
researchers performed the analysis with regard to tangible and intangible areas on the most suitable
post:
From the table we can analyse that the followers assume that the verbal message of the campaign
can give encouragement and increase confidence to the women who followed Zoya. In addition, the
campaign’s message #AmbilPilihanmu also gives women strength; strength in making the choices
they make for their lives. They feel the existence of Zoya through the campaign messages they
uploaded can support them to live their lives.
In addition to being expressed verbally, the exchange of texts in the comments column of
the campaign #AmbilPilihanmu is also expressed through verbal communication represented by
symbols or emoticons. After observation on 39 campaign posts #AmbilPilihanmu, there are several
emoticons that are often used by followers of @zoyalovers Instagram account.
After analyzing the artifacts the researchers gained several findings:

1. There is interaction between followers @zoyalovers in the comments field of campaign posts
#AmbilPilihanmu.
2. There is an interaction function and information transmission function in text exchange activity
in the comments field @zoyalovers.
3. There is a rep function and an accentuation function on non-verbal communication performed
by followers of Instagram accounts @zoyalovers.
4. There are similarities in meaning that arise between followers who participate in text exchanges
in the comments field of the Instagram account @zoyalovers.
5. Campaign message #AmbilPilihanmu raises the issue of stereotypes or labeling in women.

160
Table 1. Analysis of tangible and intangible artifacts on @zoyalover campaign #AmbilPilihanmu
(Source: analysis of research results, 2021).

Campaign Tagline Meaning Appealing Myth

Masak apa These two themes are a form of
satire on the demands of society on
Nikah kemudian women. Women must learn to cook
and get married.
Single usia 40 Society has stigma that women
over the age of 30 who are not
married are considered unsold,
have bad behavior, or have a high
self-esteem so that it is difficult to
find a mate.
Perut ga selalu rata The two concepts presented
sequentially are related to changes
Tiga anak Cesar semua in the shape of the female body.
There is a lot of bad stigmas about
changes in body shape after giving
birth, and this stigma haunts
women. For women who gave birth
by cesarean, the scar makes them
inferior.
Jerawat hilang satu For women, facial and acne prob-
tumbuh seribu lems are also things that often cause
low self-esteem.
Sebenarnya Wanita This rhetorical question is
tercipta untuk apa? answered by the next post. There is
a lot of stigmas in Indonesian
Perubahan besar society that women in the world
dimulai dari kita are only kitchens and mattresses or
that their duties are domestic tasks
under the control of men.
The myth to be conveyed is that cooking
is not a division of labor that is women’s
territory. All genders must be able to
cook food to survive.
The challenge for women in modern life
is choosing the right mate. The educa-
tion gives women better perspective in
choosing partner. Zoya want to convey
the message about single life, it is how
living independently and alone being
normal because finding a suitable part-
ner is more important agenda than living
in a vicious circle of marriage.
Women’s self-confidence is not due to
having an ideal body shape but the
achievements that have been success-
fully proven by women. This myth seeks
to provide the fact that having a healthy
body is better than an ideal body like
a princess. God gives us different way
of life so it will be many differences
between women around the world.
Modern women can solve the problem.
With the ability to make money inde-
pendently, women can dress themselves
better.
The myth that wants to be built is that
modern women are women who have
a vision in their lives, are independent
and can live their lives as they wish.
Women are not depending on the ancient
society’s view anymore, when women
are controlled by their family and tradi-
tional environment. Women become full
human with capacity to decide their way
of life.

4 CONCLUSION

The #AmbilPilihanmu campaign from Zoya Muslim wears shows that there is a social change effort
from women with veils due to the demand in society for women self-empowerment. The veil is not
considered a hindrance in the pursuit of modernity and self-actualization. From the appearance of
tangible and intangible artifacts, it can be seen that Zoya is targeting the market for young, modern,
intelligent, independent women who are able to determine the direction of their lives according to
their hopes and goals in life. Women who are not shackled by ancient myths about the relationship
between women and men. Religion will be the main guide of life, but modern life will go with
religion, too. There will be no more conflict between religion and style of dress for Muslim women.
This research collaborates a new perspective of Activity Theory with virtual ethnography meth-
ods. Our recommendation for further research is the creativity to broaden the perspective for
ethnography virtual as we live in a new era of digital life.

161
REFERENCES

Achmad, Z. A., & Ida, R. 2020. A Virtual Ethnography Study: The Role of Cultural Radios in Campursari
Music Proliferation in East Java. 5(2), 221–237. https://doi.org/10.31947/etnosia.v5i2.9787
Juneman. 2011. Tinjauan Kritis terhadap Teori Aktivitas dan Dilema social. Jurnal Humaniora, Vol.2 No.1
April 2011: 826–837
Nasrullah, R. 2017. Etnografi Virtual Riset Komunikasi, Budaya, dan Sosioteknologi di Internet
(N. S. Nurbaya (ed.)).
Verasatiwi, I., & Wulan, R. R. 2018. Studi Fenomenologi Pengemudi Ojek Online Perempuan di Kota Bandung
dalam Kajian Feminisme. Open Library Telkom University.

162