The Halal Frontier Muslim Consumers in a Globalized Market [Hardcover]

In The Halal Frontier Johan Fischer shows that halal (literally lawful or permitted) is no longer an expression of esoteric forms of production, trade and consumption, but part of?an expanding globalised market. This book explores modern forms of halal understanding and practice in the halal consumption of middle-class Malays in the diaspora.On the Halal Frontier Halal Food and Malay Middle-class Mobility in Malaysia Between Halal and the Secular in London The Other Side of the Logo Urban Halal Landscapes Halal Sanitised

'Provide[s] important and fresh insights into the dynamic interaction between competing halal discourses, between producers and consumers, and between Malaysian 'state' Islam and the diasporic realities of London's Muslim minority . . . Fischer's book will be highly useful for anyone interested in modern Malaysian society as well as the struggle of diverse Muslim diaspora communities to keep the faith. - Journal of Southeast Asian Studies

This book is essential for those concerned with commodity production, consumption, and circulation in the interstices of science and religion, as well as religious space-making strategies among diasporic communities. - Anthropology News

A highly readable account of the globalization of halal food . . . [The Halal Frontier] makes significant contributions to discussions of contemporary Islam, particularly with regard to the articulation of Islam and modernity, the role of Islam in subject formation, and the politics and micro-politics of Islamic practice and would be [of] interest to a range of scholars, from specialists in Islam to undergraduate students. - Contemporary Islam

Although positioned in anthropology, the book offers a great many interesting points to international marketing theory and practice. The book's core value lies in demonstrating how macro . . . and micro factors . . . affect the production, distribution, and consumption of foodl“.