SOAS Research Online

Abstract

This article explores the significance of a new Muslim lifestyle doll called Razanne who is being marketed over the internet as a role model for Muslim girls living in the West. While the doll is presented as an alternative to hedonistic Barbie, it bears a striking resemblance to her and participates in the same consumer culture. In contrast to Barbie, Razanne's sexuality is downplayed and she has a headscarf (hijab) and full-length coat (jilbab) for outdoor use, which are designed to encourage modesty and emphasize her Muslim identity whilst at the same time allowing space for following the latest fashions for indoor wear. The doll participates in the creation of a normative visual stereotype of the Muslim, which has emerged both out of Western stereotypes of Muslims, and the self-stereotyping that occurs amongst Muslims living in Western contexts. In minority contexts, Muslims feel obliged to perform their Muslimness through dress and other actions. Razanne, it is argued is a stereotype of a stereotype. She participates both in the homogenization of a transnational Islamic identity and the conceptualization of a global Islamic community (ummah) that are taking place over the Internet.