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Dr Siti Mazidah Haji Mohamad Lecturer, Faculty of Arts and Social Sciences and Deputy Dean, Faculty of Arts and Social Sciences

About Me Publications

Dr Siti Mazidah Haji Mohamad

Lecturer, Faculty of Arts and Social Sciences and Deputy Dean, Faculty of Arts and Social Sciences


Dr Siti Mazidah Haji Mohamad is a lecturer at Universiti Brunei Darussalam, specialising in human geography. She obtained her PhD in Human Geography at Durham University in 2015 and her thesis was Rooted Muslim Cosmopolitanism: An Ethnographic Study of Malay Malaysian Students’ Cultivation and Performance of Cosmopolitanism on Facebook and Offline. Her research interests include: 1) Spatialities of Muslim identities focusing on performance of religiosity and negotiation of identity in the online space; 2) Micro-geographies of young people’s lives focusing on their everyday use of new social media and their virtual mobility; 3) Muslim Fashion focusing on hijab consumption and practices and the growing modest fashion in Brunei; and 4) Muslim Cosmopolitanism focusing on the use of new social media in creating cosmopolitans and how Muslim perform their cosmopolitanism online. She is the cluster leader of 'Global Muslim Mobilities' research cluster in the faculty.


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.


Geographies of Religion (Spatialities of Muslim Identities and Micro-geographies of young people's lives)
Muslim Women's Geographies
Muslim Cosmopolitanism (Online/Digital/Mediated)
Geographies of Fashion (Muslim Fashion)
Young people's use of new social media
Online privacy (Socio-cultural and Religious context)


Scopus Publications


Google Scholar Citations


Google Scholar h-index


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.

Application invited for: MA by Research (Geography)

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

Most young people are taking to online sites to express their individualities and narrating their selves via their everyday photo and video uploads. Self-expression on social media has continued to be relevant now as it was then when the platforms were first introduced. 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 in the country, fed by these young people's compulsion to share day to day activities on their social network sites. Just by observing young Bruneians online sharing on their Instagram profiles, it provides us a window into the society's dynamic socio-cultural and religious fabrics. This surge of individualised sharing (such as photo with hashtag outfit of the day, and the use of Instagram Live Video and stories) by young Muslim Bruneians led the researcher 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-development. Using images from Instagram and personal conversations with young Muslim Bruneians, the researcher aims to reveal the individual/distinct identities this group of young people attempts to portray via and on their Instagram profile, their future aspirations connected to their online presence, and finally, to portray the power social media has in shaping the future of the young generations in the country. Key words: Bruneians, youth, Muslim, Instagram, identity, Generation M

Application invited for: MA by Research (Geography)

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.

Application invited for:


1. Siti Mazidah Haji Mohamad (2017). Performance of Religiosity on a ‘Techno-Religious’ Space. Advanced Science Letters. Vol. 23. Issue 5.
2. 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.

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

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.

1. Siti Mazidah Haji Mohamad (2018) Hijab di Brunei Darussalam: Satu Kajian Konteks dan Amalan Hijab. Rampak Serantau (Submitted January 2018).
2. Siti Mazidah Haji Mohamad and Khairunnisa Ibrahim (201X). Hijab and the Media: Consumption, Representation and Identity. Assuming Gender (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
(Principal Investigator)


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

Scopus Publications

Total Publications: 1

1. Performance of religiosity on a ‘techno-religious’ space, Advanced Science Letters