Visual Communication Patterns of Islamic Merchandise in the Construction of Tolerance Among Gen Z

Abstrak

Digital communication patterns and smart branding have positioned Islamic products as key agents in promoting religious moderation in the digital era. Therefore, Islamic products are not merely commodities, but effective bottom-up communication platforms for promoting tolerance amidst the diversity of Generation Z. This study uses a qualitative approach with Roland Barthes' semiotic analysis to examine the denotative and connotative meanings in a sample of popular Islamic product designs on social media platforms such as TikTok and Instagram. Furthermore, Focus Group Discussions (FGDs) were conducted with Gen Z participants from diverse religious backgrounds to explore their perceptions, acceptance, and interpretation processes of visual messages. The research findings indicate that Islamic products that successfully promote tolerance tend to adopt universal aesthetics (minimalist design, modern typography) while minimizing exclusive religious symbols. The visual communication patterns embedded in Islamic products play a crucial role in planting the seeds of tolerance among Gen Z. Their success lies in their ability to package Islamic values in an inclusive and stylish manner, transforming them from purely religious objects into symbols of peaceful and open identity. This shows that fashion and popular culture serve as effective platforms for communicating religious moderation.