Branding halal: A photographic essay on global Muslim markets (Respond to this article at http://www.therai.org.uk/at/debate) |
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| Authors: | Johan Fischer |
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| Affiliation: | Associate Professor in the Department of Society and Globalization at Roskilde University, Denmark. He is the author of Proper Islamic consumption: Shopping among the Malays in modern Malaysia (NIAS Press 2008) and The halal frontier: Muslim consumers in a globalized market (Palgrave Macmillan 2011). |
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| Abstract: | In the rapidly expanding global market for halal products, Malaysia and Singapore hold a special position as the only two countries in the world where state bodies certify halal products, spaces (shops, factories and restaurants) as well as work processes. In these two countries and in shops all around the world, consumers can find state halal‐certified products that carry distinctive halal marks. This photographic essay explores the properties of halal marks in Malaysia and Singapore within a framework of visual systems and the conditions of their interpretation, relating the particular systems to the complexities of which they are a part. More specifically, I explore the visual systems of halal marks on products, advertisements, shops as well as restaurants. |
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