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首页> 外文期刊>CyberOrient : Online Journal of the Virtual Middle East >Performing Piety and Perfection: The Affective Labor of Hijabi Fashion Videos
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Performing Piety and Perfection: The Affective Labor of Hijabi Fashion Videos

机译：表演虔诚与完美：Hijabi时尚视频的情感劳动

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This article examines the work of a popular Muslim woman on YouTube, Amena Khan, who has attracted over 310 thousand subscribers to her channel and runs a successful online boutique. While Amena’s hijab tutorials and lifestyle videos might appear to be just about superficial topics like fashion or makeup, this article argues that she does actual labor to not only produce an aesthetic style but to also create an affective condition of what it means to be a Muslim woman living within a neoliberal context. Amena’s videos illustrate what Michael Hardt (1999) defines as “affective labor” within this neoliberal economy. Amena might sell hijabs online, but she does not actually produce physical objects. What she does produce is an affective state—feelings around how to properly act within this neoliberal culture while still maintaining Islamic piety. The space of YouTube also allows for Amena to blend different affects and aesthetic styles, such as neoliberal elements of aspiration, creativity and individuality with Islamic ethics like piety, modesty and submission. Ultimately, the reason why Amena can attract viewers and run a successful fashion business is because she works to produce an affective state that seamlessly moves between Islamic ethics and neoliberal values.
机译：本文介绍了YouTube上一位受欢迎的穆斯林妇女阿曼娜·汗（Amena Khan）的作品，她吸引了超过31万名订阅者，并经营着一家成功的在线精品店。尽管阿梅娜（Amena）的头巾教程和生活视频可能只是关于诸如时尚或化妆之类的肤浅话题，但本文认为，她从事实际工作不仅是要产生审美风格，而且还要为成为穆斯林带来情感上的条件。生活在新自由主义背景下的女人。阿梅娜（Amena）的视频说明了迈克尔·哈特（Michael Hardt，1999）定义的新自由主义经济中的“情感劳动”。阿梅娜（Amena）可能会在网上出售盖头，但实际上并未生产任何实物。她的所作所为产生了一种情感状态-对如何在新自由主义文化中正确行事同时仍保持伊斯兰教虔诚的感觉。 YouTube的空间还使Amena可以将不同的情感和审美风格融合在一起，例如抱负，创造力和个性的新自由主义元素与虔诚，谦虚和服从等伊斯兰教义相融合。归根结底，Amena之所以能够吸引观众并经营成功的时装业务，是因为她致力于营造一种情感状态，在伊斯兰伦理和新自由主义价值观之间无缝切换。

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