From Crisis to Credibility: A Content Analysis of JAKIM's Strategic Communication in Governing Malaysia's Halal Ecosystem (2010-2025)

The Department of Islamic Development Malaysia (JAKIM) plays a pivotal role as the custodian of Malaysia's globally recognised Halal certification. This study employs qualitative content analysis to examine the strategic priorities and evolutionary trajectory of JAKIM's governance as reflected in its official media statements. A census of 50 "Kenyataan Media" (Media Statements) issued between 2010 and 2025 was systematically coded and analysed. The findings reveal seven core thematic categories: (1) Crisis Management & Scandal Response, (2) Digital Transformation & Process Reform, (3) International Diplomacy & Mutual Recognition, (4) Integrity Enforcement & Compliance, (5) Branding & Promotion, (6) Public Advisory, and (7) Cybersecurity. A chronological analysis indicates a significant strategic evolution: a shift from a reactive institution preoccupied with domestic integrity crises (2010–2014) to a proactive, strategic regulator focused on digital governance, global leadership, and brand building (2019–2025). Critically, a secondary qualitative analysis of public commentary reveals an emerging eighth theme: The Credibility Gap, where system usability issues, high certification costs, and new ethical and political pressures undermine consumer trust. This study concludes that JAKIM's communicative actions are a critical performance of its evolving role, demonstrating a sophisticated balancing act between its religious mandate, economic ambitions, and the socio-technological imperatives of the 21st-century global Halal industry.