Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/33808
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: "They Said We Ruined the Character and Our Religion": Authenticity and Legitimation of Hijab Cosplay
Author(s): El Jurdi, Hounaida
Moufahim, Mona
Dekel, Ofer
Keywords: cosplay
authenticity
religion
subcultures
Issue Date: 30-Nov-2021
Date Deposited: 10-Jan-2022
Citation: El Jurdi H, Moufahim M & Dekel O (2021) "They Said We Ruined the Character and Our Religion": Authenticity and Legitimation of Hijab Cosplay. Qualitative Market Research: An International Journal. https://doi.org/10.1108/QMR-01-2021-0014
Abstract: Marketers and the media are infatuated with Gen Z consumers (born mid 1990s), their media habits, their consumption behaviours and belief systems; for this teens and tweens segment constitutes more than 60 million consumers in the US alone (Forbes 2015). These consumers are forecasted to shape the future of consumption. Our study seeks to explore further the hijabi cosplay subculture and thereby contribute to the growing interest in youth cultures and their consumption habits, by exploring how tensions between religious identity and performativity of the body are explored and negotiated to achieve ‘authenticity’, a decidedly under-researched area. The human body has a cultural performative role which reveals private and public spaces, illustrates the construction of gender and race, and is a medium that transgresses the borders of art (Parker and Sedgwick, 2013). Given the role of the body as a site of negotiating identity, the study of tensions in this context between authentic body performance and religious identity constitutes a pertinent research issue.
DOI Link: 10.1108/QMR-01-2021-0014
Rights: Publisher policy allows this work to be made available in this repository. Published in Qualitative Market Research: An International Journal by Emerald. El Jurdi H, Moufahim M & Dekel O (2021) "They Said We Ruined the Character and Our Religion": Authenticity and Legitimation of Hijab Cosplay. Qualitative Market Research: An International Journal. The original publication is available at: https://doi.org/10.1108/QMR-01-2021-0014. This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Notes: Output Status: Forthcoming/Available Online
Licence URL(s): http://creativecommons.org/licenses/by-nc/4.0/

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