The Dialectics of Allocative and Authoritative Social Interaction in Halal Literacy: A Structuration Study in the Indonesian Halal System

Abstract

The discourse on halal in Indonesia has shifted from a purely religious domain to an integral part of the economy, consumer culture, and social identity. Following the enactment of Law No. 33 of 2014 on Halal Product Guarantee, the state has strengthened its control through an authoritative approach emphasizing certification and regulation. At the grassroots level, however, communities—especially MSME actors and online networks—have developed halal literacy through participatory and contextual interactions. This study explores the tension between authoritative and allocative social interactions in shaping halal knowledge and practices, and their implications for power relations and the democratization of halal meaning. Using a qualitative approach grounded in Anthony Giddens’ structuration theory, data were collected through policy document analysis, social media observation, and MSME case studies in Yogyakarta. The analysis employed Norman Fairclough’s Critical Discourse Analysis framework covering text, discursive, and social practices. The findings reveal that state and religious institutions dominate halal literacy through regulatory and technocratic narratives, yet communities actively reinterpret halal through social media, peer exchange, and experiential learning. The study concludes that halal literacy should move beyond top-down regulation toward a participatory, community-based model responsive to socio-cultural and business realities in Indonesia.