Constructing and Representing the Islamist Consumer: Transformation of the Fashion Market in Turkey

Fashion Theory, Vol. 11, Nos. 2/3, pp. 189-210, 2007

Posted: 18 Nov 2009

See all articles by Ozlem Sandikci

Ozlem Sandikci

Bilkent University - Faculty of Business Administration

Güliz Ger

Bilkent University - Management

Abstract

While there is a wealth of literature dealing with the nature and politics of stereotypical representations in advertising, there is little on how stereotypes are created and transformed as a result of social, cultural, political and economic factors. This ethnographic study looks at how marketers in Turkey construct and represent the Islamist women in advertising and other commercial imagery, what assumptions are embodied in these representations, and how these representations and the market agents themselves are transformed as a result of the local and global forces of consumerism and capitalism.

Keywords: fashion, consumption, advertising, Islam, Turkey

JEL Classification: M30, M31, M37, M39

Suggested Citation

Sandikci, Ozlem and Ger, Güliz, Constructing and Representing the Islamist Consumer: Transformation of the Fashion Market in Turkey. Fashion Theory, Vol. 11, Nos. 2/3, pp. 189-210, 2007, Available at SSRN: https://ssrn.com/abstract=919807

Ozlem Sandikci (Contact Author)

Bilkent University - Faculty of Business Administration ( email )

06533 Bilkent, Ankara
Turkey

HOME PAGE: http://www.bilkent.edu.tr/~sandikci

Güliz Ger

Bilkent University - Management ( email )

06533 Bilkent, Ankara
Turkey
90 312 290 1253 (Phone)

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