Fahra Affifa

Fahra conducts qualitative research specializing in cultural analysis, media studies, and consumer behavior with a focus on contemporary Indonesian society.  

What I Do

I analyze contemporary media and cultural expressions, tracing them back to underlying cultural codes to uncover deeper meanings.

With experience across multiple sectors including FMCG, food and beverage, pharmaceuticals, tech, and NGOs, I design and lead research projects that provide meaningful insights into human behavior and social patterns.

My work spans ethnographic studies, semiotic analysis, and discourse research across both urban and rural contexts in Indonesia and Thailand.

Recent Research Focus

• Exploring Gen Z Muslim identity and its impact on Indonesia’s evolving halal market  

• Investigating the multidimensional nature of Indonesia’s food culture  

• Studying household food choices to promote nutritionally adequate diets

What You’ll Find Here

• Writings — Published articles, essays, and research reflections on social media, youth culture, and behavioral economics  

• Library — A curated collection of books and vinyl records exploring history, media technology, art, and culture  

• About — More about my background, research methodologies, and professional journey