Islamic conservative woman magazines in the context of consumer culture: Sample of Alâ and Aisha magazines

The evolving of capitalism and the increase of its efficiency resulted in significant increase in the production capacity of goods and services and this increase imposed consuming and expansion of the consuming culture. The Islamic capital; after the Justice and Development Party won the general elections in 2002: by using the opportunities offered by the neoliberal market, has raised in the socio -economic status. With the development of İslamic consuming market, İslamic fashion magazines also entered into the publication sector. In their publication policy, these magazines aimed to guide the clothing style of İslamic society in public life and determine İslamic fashion. In this thesis, Ala Magazine and the Aysha Magazine, which are aimed to address İslamic society are studied by using research technique of feminist discourse analysis. The aim of the study is to reveal the discourse strategies of the magazines aimed to integrate İslamic conservative women into the consumption culture. With the concepts frequently used in the texts of the magazines like: "Style, being a style icon, being classy, discovering beauty, beauty secrets, creating your own style, nobility, elegance, adding elegance to the chic, being in the race of elegance etc." the appurtenance of modern and aristocrat in public life (in other words İslamic Bourgeois women image) has been idolized. In order to reach these identities, consumption has been recommended; and being modern and Western based modern women identities have been encouraged despite anti-western and anti-modern discourse of political İslam.