Mitos Kecantikan Islami dalam Nama Wardah: Kajian Semiotika Roland Barthes

Abstract

This study focuses on analyzing the meaning of the name “Wardah” through Roland Barthes’ semiotic perspective, emphasizing its implications and relevance to Islamic values. The main problem underlying this research is how the name “Wardah”, which linguistically means “rose” and is culturally perceived as a symbol of purity and grace, can be interpreted within the framework of Islamic ideology. The theoretical framework employs Barthes’ semiotics, which highlights two levels of meaning, denotation and connotation, as well as myth as a form of ideological representation. The research method applied is qualitative descriptive with a textual and sign analysis approach, in which “Wardah” is treated as both a linguistic and cultural sign laden with meaning. The findings reveal that: (1) At the denotative level, the name “Wardah” derives from Arabic, meaning “rose,” a flower symbolizing beauty, elegance, and grace. (2) At the connotative level, the use of the Arabic language and collaboration with Islamic boarding schools embed Islamic values into the brand, positioning Wardah as a producer of Islamic-oriented products. The rose, moreover, is associated with beauty in line with Islamic teachings that encourage believers, especially women, to preserve and care for the blessings bestowed by Allah. (3) At the myth level, the selection of Wardah’s brand ambassadors, many of whom have undergone personal spiritual transformations, reinforces the ideology that beauty, like self-improvement, is a process requiring dedication and care. This finding shows that Islamic names can function as constructions of religious ideology in the commercial realm.

Keywords: Wardah; Roland Barthes; Islam