C L O S E R – 'Wilkommen zum' commodification of Islam
Commodification is the transformation of what is normally a non-commodity into a commodity. In case of religion and culture it means that beliefs, symbols, experiences, and practices are turned into free-floating signifiers of an authentic, (read consumerist), self that can be consumed like any other product. Boubekeur (in ISIM Review 16: 12) sees a development of ‘cool islam’: the revalorization of the personal pleasure of consumption, success and competiveness. The youth forges a new urban islamic culture based both on an individualistic ethic that promotes economic success and a certain conception of well being. Religious and secular (consumer) symbols can come together as Boubekeur shows in several examples such as Mecca Cola’s French slogan: Drink with commitment (familiar with Nike’s Just do it!) which in Arab could mean: Drink faithfully.
Or what to think of a short story that was told by one of my ISIM colleagues. About a boy who was asked if he was a Muslim or not, and he stated (after a bit of thinking), yes, I have a mobile phone with the Quran on it! Nice for the Ilkone:
More orthodox people might find it offensive or ridiculous. Commodification is often seen in a negative light. But we shouldn’t forget that youth nowadays are growing up in a society that places much value upon consumerism. We shouldn’t be surprised that this has consequences for the religious convictions. We can probably also see it among youth that for example support Globalicious in their struggle against poverty and famine.
But also non-Muslims know how to commodify Islam. For example Dutch HEMA in a advertisement campaign in 2003 for their clothes. They used a woman with a headscarf in the campaign:
Probably not meant as a political statement, but as a means to expand their share of the market. Considering the discussions on internet however we should consider it as a political statement as well. Certainly when an another campaign from a mobile phone provider used a woman with a headscarf as well. On some internetfora this was seen as ridiculous: the backwardness (in their view) of Muslims combined with a highly sophisticated Western product. And of course now there is the campaign of Puma for the World Cup Football in Germany:
These are examples of a different type of commodification of course, because it is used by ‘Western’ companies with a completely different message. In this case Pumafootball is also supporting an aid campaign for Africa. Off course one can be a little cynical about their good intentions, but perhaps adds like these could also normalize the public presence of Islamic symbols. And yes, normalize in this case means (also) pulling them into the neo-liberal free market sphere and the culture of consumerism. Both forms of commodification are recent developments, interesting and relevant for thinking about religion and identity in the modern world.
The problem I see with commodification is that it seems to cheapen or devalue while at the same time normalizing otherwise strange or frightening symbols. Highly irritating to know that Puma (with it’s not so stellar rep for workers rights) is using Muslim women to sell shoes. At the same time gratifying that people all over the world will become more familar with the sight of Muslim women who are apparently actively palying football. ????
I hate the fact that kids drink crap like cola so I dislike that whole campaign – but I love the hijabi with mobile pic -I just wish they were selling clothes as opposed to mobiles!
Not enough retailers have clued into the number of Muslim women living in the West who are dying for them to start selling something other than mini skirts and sleevelss dresses. You’d think they would realize how much money could make off of us (especially in the summer!)
Black culture underwent a similar commodification in the 80s and while it has encouraged cross-cultural appreciation, it has also become a trend for people from all other cultures to imitate while it suits them without really understanding Black people or their history.
Everybody wants to be 50cent but do they really want to know where he came from?
The same thing is happening where I live. The White kids are imitating the Muslim kids peppering their language with ‘Wallahis’and ‘Salaams’
Is there a real appreciation for Islam? Maybe. Is there sympathy for their Muslim friends? Most likely. Will it last once theypull up thier pants, cut thier hair and put on a suit? Only time will tell.