Cosmetic Islamism: The Use of Religious Attributes as Vote-Winners in Image Building Politics in the Post-Trust Era

Abstract

This study examines the phenomenon of cosmetic Islamism, the use of religious symbols and attributes as tools for political image-building to gain electoral support in the post-truth era. In a climate where public opinion is more influenced by emotions and visual perceptions than by objective facts, religion is often reduced to a practical political instrument through the use of religious attire, religious narratives, and close ties with religious figures. This study employs a qualitative method with a descriptive approach through media observation, documentation, and a review of the literature on identity politics, the commodification of religion, dramaturgy, and the post-truth era. The results indicate that social media plays a significant role in reinforcing the practice of cosmetic Islamism through digital algorithms that create echo chambers and accelerate the massive dissemination of religious imagery. This phenomenon turns religious symbols into effective “vote getters” for building moral legitimacy and identity-based political loyalty. The resulting impacts include the dilution of religious meaning, increased social polarization, and a decline in the quality of democracy due to the dominance of image-based politics over idea-based politics. Therefore, it is necessary to improve the public’s political literacy so that voters can be more critical in evaluating candidates based on their track records, policy platforms, and integrity rather than merely on religious symbols.