ABSTRACT
The chapter explores a distinct set of social transactions around gender, consumption and performance within the domain of Islamic communication; that is, digital spaces where participatory practices multiply discursive interchanges within the global Islamic community. For its case study, the chapter undertakes a semiological analysis by studying the ‘enframement’ of hijaberness in Instagram by members of Indonesia’s HIjabers Community. The chapter extends cross-cultural work on the influencer phenomenon on Instagram, which connects to debates seeking to considering whether and how women exert control over their bodies in post-feminist performances of female entrepreneurship and consumer choice on social media. Our study supports the argument that consumer-led female empowerment championed on social media sites like Instagram is exclusionary of large sections of female populations, because it infers that the less one’s capacity to consume, the less worthy one is of being free.
