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Brand Islam : the marketing and commodification of piety

Author: Faegheh Shirazi
Publisher: Austin : University of Texas Press, 2016.
Edition/Format:   eBook : Document : State or province government publication : English : First editionView all editions and formats
Summary:
From food products to fashions and cosmetics to children's toys, a wide range of commodities today are being marketed as "halal" (permitted, lawful) or "Islamic" to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Shirazi, Faegheh, 1952-
Brand Islam.
Austin : University of Texas Press, [2016]
(DLC) 2015033122
(OCoLC)920676988
Material Type: Document, Government publication, State or province government publication, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Faegheh Shirazi
ISBN: 9781477309261 1477309268
OCLC Number: 957773195
Description: 1 online resource (ix, 281 pages)
Contents: Islamophobia and Western culture --
Islam and the halal food industry --
Halal slaughtering of animals : perils and practices --
Marketing piety : hijabi dolls and other toys --
Halal cosmetics and skin care : the Islamic way to beauty --
Islamic dress and the Muslim fashion industry "halal fashion" --
Halal/Islamic active sportswear, intimate wear, and accessories.
Responsibility: Faegheh Shirazi.

Abstract:

From food products to fashions and cosmetics to children's toys, a wide range of commodities today are being marketed as "halal" (permitted, lawful) or "Islamic" to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most "halal" commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, "Brand Islam," as a clever marketing tool. Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.

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"Engaging and thoroughly researched." * Middle East Journal * "In her engaging and thoroughly researched examination of all things halal, Middle Eastern Studies professor Faegheh Shirazi analyzes the Read more...

 
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