Commerce, piety and politics: Indonesian young Muslim women’s groups as religious influencers

Abstract

The article discusses the indiscernibility of social-media-based young Muslim women’s groups’ (YMWGs) transformative roles in socio-political analysis, standing in contrast to the groups’ visibility in Indonesian young women’s everyday lives. How does the (in)visibility of the YMWGs reconfigure the (political) subjectivity of Muslim womanhood? How should we understand the influence of this form of ‘women’s movement’ in the re-invention of Muslim identity? This article proposes the notion of ‘social media religious influencer’ to understand the groups’ conflation of religious, political and commercial elements in their online and offline representations and their encouragement to their followers to do self-transformation. The article demonstrates how, although such creative conflation challenges prevailing ideas about young Muslim women, it requires the young women to remain and take part in the prevailing gender regime by maintaining female conformity.