VEILING AND (FASHION-) MAGAZINES ? ALA DERGISI MAGAZINE AS A CASE FOR A NEW CONSUMER IMAGE OF A NEW DEVOUT MIDDLE CLASS IN TURKEY

Abstract

Author(s): Cüneyt DINÇ

The emergence of the first fashion and lifestyle magazine for devout Muslim women in Turkey, Alâ Dergisi, in July 2011, has ensured both negative and positive publicity in Turkey. The humble purpose of this article is to examine the role of Âlâ Dergisi within the nexus of fashion conscious veiled women and fashion industry and how it constitutes a specific image of a new consumer. Hence, the article will first try to detect the dominant discourses regarding to the magazine’s content by using Critical Discourse Analysis and will later discuss them in a more boarder social economical context. The results demonstrate that Âlâ Dergisi as a cultural artifact constitutes both a new image of an Islamic female consumer and a new form of Islamic conspicuous consumption. However, as a commodity product Âlâ Dergisi is still part of an Islamic commodity industry and is thus, bound into the logic of market, following liberal economic principles like offer and demand and profit making.

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