Globalization and rituals: does ramadan turn into Christmas?

Date
2007
Authors
Sandikci, Ö.
Omeraki, S.
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Source Title
Advances in Consumer Research
Print ISSN
0098-9258
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Association for Consumer Research
Volume
34
Issue
Pages
610 - 615
Language
English
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Article
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Abstract

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 modem 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 postmodem disorder. Rather, commercial logic and consumerist ideology hybridize Western and non-Western traditions and practices, creating new expressions of existing rituals.

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Published Version (Please cite this version)