Marketing Muslim Lifestyle: A New Media Genre
Marketing Muslim Lifestyle: A New Media Genre
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营销穆斯林生活方式：新媒体类型
DOI：
10.2979/mew.2010.6.3.58
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
Reina Lewis
中科院分区：
文献类型：
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作者：
Reina Lewis
英语穆斯林生活方式媒体最近发展起来，以满足新兴的伊斯兰资产阶级的消费需求，与以前的社区媒体不同，它将时尚作为这一流派的一个组成部分。创作时尚社论让生活方式出版物面临着关于女性身材和谦虚概念的内部辩论。这个问题的核心是穆斯林是什么样子，或者说什么看起来像穆斯林。穆斯林时尚中介在展示读者可识别为穆斯林的穿着打扮的身体方面所面临的挑战，与十年前建立的新的同性恋生活方式媒体所面临的挑战类似。本文利用对穆斯林生活方式记者的采访，探讨他们如何在与主流时尚业打交道的同时，就社区内部关于女性谦逊的辩论进行谈判。在穆斯林女性着装被多数派文化赋予高度可见性的背景下，这些杂志努力制作符合谦逊和时尚需求的内容。这项研究提出了关于在以信仰为基础的消费文化的持续发展中市场适销性、时尚和虔诚之间的关系的问题，并结合对新自由主义培养消费者主体的批评进行了评估。
Recently developed to serve the consumption needs of an emergent Islamic bourgeoisie, English-language Muslim lifestyle media depart from previous community media by including fashion as an integral part of the genre. Creating fashion editorial brings lifestyle publications up against internal debates about the representation of the female body and concepts of modesty. Central to this is the problem of what Muslim looks like, or what looks Muslim. The challenges faced by Muslim style intermediaries in staging a dressed body recognizable to readers as Muslim parallel those faced by the new queer lifestyle media established a decade previously. This paper draws on interviews with Muslim lifestyle journalists to explore how they negotiate internal community debates about female modesty while dealing externally with the mainstream fashion industry. These magazines strive to produce content that meets the needs of modesty and fashion in a context where Muslim women's dress is accorded hypervisibility by majoritarian cultures. The study raises questions about the relationship between marketability, fashion, and piety in the ongoing development of faith-based consumer cultures, evaluated in relation to critiques of neoliberalism's fostering of consumer subjects.