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Start Date
24-6-2022 12:00 AM
End Date
24-6-2022 12:00 AM
Abstract
Wolfgang Fritz Haug discusses how capitalism uses “the phenomena of commodity aesthetics from their economic basis and to develop and present them within their systematic connections" by using sexuality and appearance through advertisement within the structure of capitalist society. Followed by such phenomenon, in recent years capitalism plays a significant role in consuming religious faith or sentiment in advertisements which affects consumer’s behavior. For this reason, a recent trend in Bangladesh is noticed that from multinational companies to local or small entrepreneurs use ‘Hijab’ targeting Muslim women consumers for selling their products, e.g. shampoo etc. This paper will focus on a local fashion house and a multinational company that how both are branding the religious faith particularly the notion of ‘purdah’ as their marketing strategy. To understand this marketing strategy of contemporary capitalist society and consumerism we can look into the neo-Marxist tradition specifically on Frankfurt school. They were influenced by the Marxist concept of commodity, reification, and fetishism. Concepts of “culture industry” and “False need” and the use of advertisement will help us to understand that how the MNCs are using religious sentiments and values, making advertisements to promote their products. This study will explore how it helps to create false needs for the religious people in which the ultimate benefits are the capitalist. Furthermore, it will explain how capitalism is manipulating religious sentiment to sell their ‘products’ as a marketing tool through advertisement. Also, it tries to understand the reason behind the popularity of these products among female Muslim consumers. Researchers will collect data by conducting an interview for the primary data. Books, journals, research papers, magazines, newspaper articles, Facebook pages, etc. will be used for secondary data.
‘Hijab culture’: Branding of faith and sexuality in a capitalist society
Wolfgang Fritz Haug discusses how capitalism uses “the phenomena of commodity aesthetics from their economic basis and to develop and present them within their systematic connections" by using sexuality and appearance through advertisement within the structure of capitalist society. Followed by such phenomenon, in recent years capitalism plays a significant role in consuming religious faith or sentiment in advertisements which affects consumer’s behavior. For this reason, a recent trend in Bangladesh is noticed that from multinational companies to local or small entrepreneurs use ‘Hijab’ targeting Muslim women consumers for selling their products, e.g. shampoo etc. This paper will focus on a local fashion house and a multinational company that how both are branding the religious faith particularly the notion of ‘purdah’ as their marketing strategy. To understand this marketing strategy of contemporary capitalist society and consumerism we can look into the neo-Marxist tradition specifically on Frankfurt school. They were influenced by the Marxist concept of commodity, reification, and fetishism. Concepts of “culture industry” and “False need” and the use of advertisement will help us to understand that how the MNCs are using religious sentiments and values, making advertisements to promote their products. This study will explore how it helps to create false needs for the religious people in which the ultimate benefits are the capitalist. Furthermore, it will explain how capitalism is manipulating religious sentiment to sell their ‘products’ as a marketing tool through advertisement. Also, it tries to understand the reason behind the popularity of these products among female Muslim consumers. Researchers will collect data by conducting an interview for the primary data. Books, journals, research papers, magazines, newspaper articles, Facebook pages, etc. will be used for secondary data.
Bio
Shafinur Nahar currently is an adjunct lecturer of English department in the Chittagong Independent University. She completed her B.A. (Hons.) and M.A. in English from the University of Chittagong, Bangladesh. She also achieved another M.A. in Kashmir and South Asia Studies from the University of Kashmir, India. Her main research interests are in women writing, creative writing, gender studies, cultural studies and minority studies. Her research articles and papers on women writing, gender violence and minority studies have been published in renowned international and national books and journals. Also, she presented papers in international conferences. Besides the academic works, she is a poet, writer, and translator.
Taniah Mahmuda Tinni is a Lecturer of Sociology and Sustainable development at Premier University, Chittagong. She completed her BSS and MSS in Folklore from the University of Rajshahi. In addition she obtained an MA degree in Sociology from Jawaharlal Nehru University. Her research interests lie in gender, religion, Cultural Anthropology etc.