Dr Siti Mazidah Haji Mohamad


Lecturer, Faculty of Arts and Social Sciences



Dr Siti Mazidah Haji Mohamad is a Lecturer at Universiti Brunei Darussalam. She graduated from Durham University (PhD in Human Geography) in 2015. Her main research interest lies at the intersection of geography, media and communication studies. Currently, her research centres on Muslim youth's everyday social practices and social realities in various new social media platforms. Within this research area, she has studied: mediated Muslim cosmopolitanism; online privacy in the context of young Bruneians’ self-disclosure on social media; the rise of social media influencers or micro-celebrities afforded by digital technologies and their influence on Muslim women’s hijab consumption; Muslims performance of religiosity on social media in the framework of lived Islam; and Brunei’s young Muslims 'Generation M' expression of identity on Instagram and YouTube. She has a special interest in Affect theory and youth’s self-mobilisation and is currently leading a funded research on Muslim Bruneian youth's’ self-branding practices on Instagram to explore their mobilities of different forms.


2006 BA Geography (Major Geography/Minor Anthropology). Universiti Brunei Darussalam.
(Junior Year Abroad Programme, Loughborough University 2004-2005)
2007 MSc Geographical Information Systems. Leeds, United Kingdom.
2015 PhD Human Geography. Durham University, United Kingdom.


1) Lived Islam, performance of religiosity and spatialities of Muslim identities in the online space
2) Youth online cultures
3) Muslim fashion, hijab consumption and practices, and growing modest fashion in Brunei
4) Muslim Cosmopolitanism
5) Affect (Affective labour, Affective engagement, Affective mobilisation) and the Internet

Unfunded Research Project for 2019

1) Brunei’s Modest Fashion Mobility and Social Mediascape
2) From Hallyu A-List Celebrities to Hallyu 2.0 Influencers: Audience-Celebrities’ Affective Cultural Engagement on Social Mediascape in Brunei Darussalam
3) Youth Mobilisation in Brunei Darussalam: A Critical Review


Miscarriage and Still Birth: Bruneian Women’s Pregnancy Loss Experiences, Coping Strategies and Health Care Professionals' Supporting Roles.

This research focuses on Bruneian women with child loss experiences (miscarriage or still birth) and the support offered by their family, friends, and nurses/midwives during/after their pregnancy termination process. It is operationally divided into two parts. Part one focuses on this group of women’s experiences of child loss in different stages of pregnancy. Part two considers the experiences of the health care professionals in providing support to this group of women. Health care professionals are part of these women’s lives as they are at the front line of the provision of care and support in the forms of medical and healthcare intervention. This research is expected to provide a deeper comprehension of Bruneian socio-cultural and religious contexts covering women’s child loss experiences. We also expect to get baseline data on provision of care for this group of women by health care professionals to assist in improving the quality of services offered by them.

Applications Invited
MA by Research (Geography)

Visible and Influential: Young Bruneian Muslims' use of Instagram for Self-Branding and Identity Expression

Most young people are taking to online sites to express their individualities and narrating their selves via their everyday self-disclosure. In Brunei Darussalam, Instagram is seemingly use actively as a space and/or as a tool to express one’s self and identity. In a short span of time, we witness distinct and innovative social practices such as the growth of Bruneian contemporary Muslim fashion industry, fed by these young people’s compulsion to share everyday activities on their social media. By observing young Muslim Bruneians online sharing on their Instagram profiles could provide us a window into the society’s dynamic socio-cultural and religious fabrics. This surge of individualised sharing by young Muslim Bruneians led the researchers to question the individual’s intention of their own sharing practices, and if they intentionally and strategically take advantage of the user-driven sharing capability of social media for self-branding and self-development. Via personal conversations with young Muslim Bruneians and supplemented by observation of their Instagram activities and a survey, the researchers aim to reveal their self-disclosure practices on their Instagram profile, their future aspirations connected to their self-disclosure, and finally, to portray the power social media has in shaping the future of the young generations in Brunei.

Applications Invited

Hijabi Celebrification on Instagram: An Analysis of Cultural Consumption in Brunei and Malaysia.

Mundane use of social media sites intensified the creation of a new breed of celebrities who are young and ordinary and are actively using social media to connect with wider audience. This transformation, known as “celebrification”, has received considerable attention by scholars and general public due to its pertinence to commodification and branding. This paper aims to analyse the influence of celebrification upon women’s consumption with a specific focus on hijab, or the act of veiling. In Brunei and Malaysia, the hijab hybridity of hijabistas or hijabsters emerged through the intersectionality of culture, religion and consumption as the growth of luxury hijab retail brands heightened the veil as a statute of class. We observed that consumption of hijab brands in both Muslim-majority countries in Southeast Asia is significantly tied to the image constructed by the brand itself and its and brand ambassadors. In addition, we also observed that celebrities have impacted the desire to veil among Malay-Muslim women through “social media influencer” roles. For instance, the founder of hijab brand Duckscarves, Vivy Yusof, uses her social media (particularly Instagram) to promote the label through her consistent blogging and Instagram uploads. In doing so, she gained celebrity status not only in Malaysia but also other countries within Southeast Asia where she cemented the brand credibility of Duckscarves and her multi-label fashion company, Fashion Valet. Using qualitative content analysis and visual analysis of Vivy Yusof, The Duck Group / Duckscarves, and selected micro-celebrities, this paper examines the extent of influence of the aforementioned celebrification on women’s hijab practices and consumption, with a particular focus on Brunei and Malaysia. We reflexively established similarities and differences between the two nations that are predisposed to the Islamic cosmopolitanism in their social media use. Finally, we discuss the theoretical aspects of the phenomena by correlating the narratives of photos and videos with the discourse of Instagram users that revealed shared voices, a sense of belonging and cultural identities.

Applications Invited

Scopus Publications


Google Scholar Citations


Google Scholar h-index

Scopus Publications


Published Journal Paper and Book Chapter:

1. Siti Mazidah Mohamad (Forthcoming) Everyday Lived Islam: Malaysian Muslim Women’s Performance of Religiosity Online. Journal of Islamic Studies. Vol. 37, Special Issue

2. Siti Mazidah Haji Mohamad (Forthcoming) Self Disclosure on Social Media in Brunei Darussalam. Monograph. NTS Asia.

3. Shafi Noor Islam and Siti Mazidah Haji Mohamad (Forthcoming) Brunei Profile. The Belt and Road Book Chapter Project.

4. Shafi Noor Islam, Siti Mazidah Haji Mohamad, Abul Kalam Azad (2019) Acacia Spp.: Invasive Trees Along the Brunei Coast, Borneo. In: Makowski C., Finkl C. (eds) Impacts of Invasive Species on Coastal Environments. Coastal Research Library, vol 29. Springer, Cham (Chapter 14. Pp 455-476). First Online - 25 July 2018. https://link.springer.com/chapter/10.1007%2F978-3-319-91382-7_14

5. Siti Mazidah Haji Mohamad (2018) Hijab di Brunei Darussalam: Satu Kajian Konteks dan Amalan. Rampak Serantau. Bil. 25. Halaman 108-124. Dewan Bahasa dan Pustaka, Negara Brunei Darussalam. https://www.researchgate.net/publication/326976925_Hijab_di_Brunei_Darussalam_Satu_Kajian_Konteks_dan_Amalan

6. Siti Mazidah Haji Mohamad (2017). Performance of Religiosity on a ‘Techno-Religious’ Space. Advanced Science Letters. Vol. 23. Issue 5.

7. Crang, M. & Haji Mohamad, Siti Mazidah (2016). Researching virtual communities. In: Clifford, N., Cope, M., French, S. & Gillespie, T. Key Methods in Geography. London. Sage.

Published Working Paper:

1. Siti Mazidah Haji Mohamad (2018). The Performance of Religiosity on Social Media: Three Future Research Directions. IAS Working Paper. 39. Available at http://ias.ubd.edu.bn/assets/Files/WORKING.PAPER.SERIES.39.pdf

PhD Thesis:

1. Siti Mazidah Haji Mohamad (2014). Rooted Muslim Cosmopolitanism: Malay Malaysian Students Cultivating and Performing Cosmopolitan Self on Facebook. PhD Thesis, University of Durham. http://fass.ubd.edu.bn/staff/docs/SM/phd-thesis.pdf

Submitted/Pending Publication:

1. Siti Mazidah Mohamad. The New Malay 2.0? Revisiting New Malay in the context of Everyday Cosmopolitanism. JMBRAS (Status - Under review).

2. Siti Mazidah Haji Mohamad and Nurzihan Hassim. Hijabi Celebrification on Instagram : A Comparative study of Brunei and Malaysia. Celebrity Studies (Status - Revise and Resubmit).

3 Siti Mazidah Haji Mohamad. Mobile Youth: Self-Branding and Self-Promotion on Instagram. Digital Asia in Transaction (Status - Submitted).

4. Siti Mazidah Haji Mohamad and Khairunnisa Ibrahim (20XX). Hijab and the Media: Consumption, Representation and Identity. (Status - Re-writing).
- Output from unfunded research project with the same title conducted between August 2016 - April 2017.


Competitive Research Grant (CRG)
Title: Miscarriage and Still Birth: Bruneian Women Pregnancy Loss Experiences, Coping Strategies and Supporting Role of Health Care Professionals.
Period: 2018-2019
Funding amount: BND 13,925
(Co-Principal Investigator)

FIC Block Funding
Title: Visible and Influential: Muslim Bruneian Youths’ use of Instagram for Self-Branding & Identity Expression
Period: 2018-2020
Funding amount: BND 8,315
(Principal Investigator)

Title: Skill Mobility from ASEAN Countries: A Cost Benefit Analysis
Period: 2018-2020
Funding amount: BND 30, 502
(Co-Principal Investigator)


Offers consultancy on young people's use of new social media.

Industry, Institute, or Organisation Collaboration

Unfunded research collaboration with Dr Nurzihan Hassim (Taylors' University, Malaysia)