Muslim male segmentation: the male gaze and girl power in Malaysian vampire movies

Abstract

Purpose The purpose of this paper is to propose and develop a distinct perspective from the consumer culture theory in the context of Muslim consumers, marketing and the feminist theory. Design/methodology/approach This paper is based on a critical review of the literature for insights into the consumer culture theory in the context of Muslim consumers, Islamic marketing paradigm and the feminist theory. Findings The study suggests that scholars in the area of marketing may consider drawing on the theory of Islamic consumer culture, film and feminist theory. This theory can be used as a platform to understand the Muslim mind and the related cultural traits to create greater engagement and interest in Malaysian horror genres among local and international audience. The Malaysian local horror genres currently have an interesting blend of Islam, local culture and gender biases addressing the universal concept of good against the evil forces, and this has the potential of offering new experiences to especially international audiences. Research limitations/implications This study is purely theory-based and is aimed at knowledge development in this field of Islamic consumer culture. It also invites academics to engage in scholarly activities toward theory building in this area. Practical implications The study provides directions for areas of possible future research in Islamic marketing, consumer culture and film studies. Social implications This study intends to broaden the research efforts in Islamic consumer culture marketing in terms of innovative ways to serve this growing Muslim market. Originality/value This study contributes to the discipline by providing new perspectives in Islamic consumer culture inquiry in the context of film studies.

Islamic marketing: A literature review and research agenda

“…Following previous review papers (Khoo et al., 2019; Rajasakran et al., 2017; Salam et al., 2019; Sandıkçı, 2011; Tournois & Aoun, 2012; Wilson et al., 2013), the objective of this study is to consolidate knowledge in IM and suggest directions for future research. This extant literature review yields an understanding of various theoretical aspects of IM, yet, we feel that IM is still rife with many under‐researched and unexplored areas; future research directions derived from the comprehensive review.…”

“…During the last decade, several papers reviewed IM (Alfakhri et al., 2018; Alserhan & Alserhan, 2012; El‐Bassiouny & Zahran, 2018; Khoo et al., 2019; Rajasakran et al., 2017; Salam et al., 2019; Sandıkçı, 2011; Tournois & Aoun, 2012; Wilson et al., 2013). Among them, Sandıkçı (2011) critically evaluated IM literature to explore the reasons behind the developing interest in IM; Tournois and Aoun (2012) explored the underlying foundations of the Islamic Market oriented cultural approach to solve dilemmas faced by non‐Muslim marketers; Alserhan and Alserhan (2012) focused on measuring the research targeted towards Muslim consumers within the last eight decades, examining the homogeneity and heterogeneity of Muslim consumers group.…”

“…(2013) brought together viewpoints of key academics at the Journal of Islamic Marketing which highlighted the areas of greatest interest to practitioners and academicians; Rajasakran et al. (2017) focused on the Muslim market segmentation; El‐Bassiouny and Zahran (2018) focused on drawing attention to the potential overlap between historical nostalgia and IM research domains; Alfakhri et al. (2018) performed a citation analysis of CSR research within IM; Salam et al.…”

Beyond Gender and Media: The Study of the Impact of Movie Industries on Peoples Ideas about Gender Take Fifty Shades of Gray as an Example

“…They show their power by controlling and gazing. This process also led to biased gender identity [5].…”

“…The author also quotes the word of Quinn, claiming that the sexual gaze from the male is, essentially, a kind of "girl watching" [5]. That is, the gender identity of females has been degraded and objectified under the system.…”