Islam in the Marketplace: Does Ramadan Turn into Christmas?
Advances in Consumer Research, Vol. 34, 2007
21 Pages Posted: 2 Aug 2006
This study explores how the dynamics of consumer culture and globalization interact with Islamic beliefs, rituals and behaviors, and revive and modify local rituals in order to fit with modern consumption-driven lifestyles. Specifically, we focus on urban Turkey and discuss how Ramadan rituals are being reinvented, modified and reinterpreted at the marketplace. We argue that the commercialization of Ramadan is neither an instance of cultural imperialism nor an instance of postmodern disorder. Rather, commercial logic and consumerist ideology hybridize Western and non-Western traditions and practices, creating new expressions of existing rituals.
Keywords: Ritual, Commodification, Globalization, Christmas, Turkey
JEL Classification: M30, M31, M37, M39
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