https://journal.mediadigitalpublikasi.com/index.php/athena/issue/feed 2025-11-19T00:46:14+00:00 Athena Manager athena@mediadigitalpublikasi.com Open Journal Systems <p>Athena: Journal of Social, Culture and Society is a peer-reviewed academic international journal that publishes original research on a wide range of topics related to social, cultural, and societal issues. Our goal is to provide a forum for scholars, researchers, and practitioners to share their findings and insights on the complex and evolving nature of society and culture. We publish four issues per year, featuring articles from diverse disciplines and perspectives. Our scope includes, but is not limited to, the following areas:</p> <p><br />Anthropology, Communication, Cultural studies, Education, Gender studies, Human geography, Linguistics, Literature, Media studies, Political science, Psychology, Sociology, Law and Music.</p> <p><br />We welcome submissions from researchers at all career levels and from any geographic location. We are committed to promoting diversity and inclusivity in our editorial process and encourage submissions from underrepresented groups. Athena is assigned the International Standard Serial Number (ISSN) <a href="https://issn.brin.go.id/terbit/detail/20230105441814852">2985-3605</a>. This unique identifier ensures the permanent availability and visibility of our journal in the scholarly community. We hope that you will consider submitting your research to Athena and joining the conversation about the important issues that shape our world.</p> https://journal.mediadigitalpublikasi.com/index.php/athena/article/view/491 2025-11-14T02:43:27+00:00 Aliifa Nazlizasandi aliifanaz18@gmail.com Khaerudin Imawan khaerudin.imawan@ugj.ac.id Rahmayanti rahmayanti@ugj.ac.id

<p>Fashion serves as a social communication and influence-presentation tool that reflects the culture, values, social habits and even the profession of people. Among Muslim Men's Clothing we have particularly garment elements that are used to construct an image of powerful and dominating masculinity. The aim of this research is TikTok account analysis @zaaferindonesia, a Muslim man fashion brand. Through the use of Roland Barthes Semiotics that is applied to their visual marketing, Zaafer Indonesia constructs a masculinity imagery. Data was collected by analyzing the brand’s social media posts, particularly those that included men in flashy environments wearing black Thawb. The researchers’ analysis shows that the thawb's black color is loaded with connotative meanings of strength, grace and authority, while vibrant purple background enhances associations with success and high social status. This indoctrination promotes a myth that, ala Muslim style, real manliness is associated with being bold, assertive and top gun. The findings of the research indicate that representations of Muslim fashion are suggestive, not only about aesthetics for both men and women, but also gendering practices, social identity and difference. Learn how semiotics in branding strategies can assist the fashion industry to build an image that corresponds with the target market's values and tastes.</p>

2025-11-19T00:00:00+00:00 Copyright (c) 2025 Aliifa Nazlizasandi, Khaerudin Imawan, Rahmayanti