Communicating halal crisis in Malaysia: Insights from Jabatan Kemajuan Islam Malaysia (JAKIM)

Lai, Pui Er (2025) Communicating halal crisis in Malaysia: Insights from Jabatan Kemajuan Islam Malaysia (JAKIM). Master dissertation/thesis, UTAR.

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Abstract

Halal consumption is crucial in Malaysia with the Muslim majority country, and halal crisis communication has become an important area of focus among the Malaysian government, regulators, and businesses. Hence, the adherence of Islamic teachings and ensuring the acquisition of halal goods is a religious obligation for Muslims, and violations can lead to crises that harm reputations and erode consumer trust. However, research on halal crisis communication response strategies has been limited. This study focuses on the crisis communication strategy and management of the Department of Islamic Development Malaysia (Jabatan Kemajuan Islam Malaysia- JAKIM). The study adopted a qualitative research approach namely qualitative content analysis in analysing halal crisis statements from its official portal and Facebook page (Bahagian Hab Halal, JAKIM), along with semi-structured interviews with JAKIM’s crisis management team, the study applies Image Repair Theory. The findings reveal that JAKIM frequently shifts responsibility by emphasising its limited authority, while adopting a proactive approach involving coordination with internal and external stakeholders to address public concerns. Meanwhile, JAKIM has prioritised transparent communication across various platforms to uphold halal integrity. These efforts not only reinforce JAKIM’s role as a trusted guardian of halal but also enhance the organisation’s image and consumer trust through effective crisis communication and enforcement measures. Furthermore, this study advances Image Repair Theory by applying it to halal crises, offering insights into how crisis communication safeguards halal status and enhances organisation efforts amidst challenges in the industry, particularly for regulatory bodies.

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