Refashioning Muslim femininity: YouTube as the facilitator of entrepreneurial motherhood

Abstract

This article analyses YouTube channels of two Muslim women from Kerala – Silu Talks Salha and Zehera & Samseer – which have created a virtual space of sorority among Muslim women users of internet and smartphones, by way of a discourse of contemporary modernity embedded in the everyday domestic space. I engage critically with the ways in which these channels generate a discourse of entrepreneurial identity in negotiating with one’s lived realities. This discourse simultaneously makes appeal to be dutiful to conventional domestic roles, while being innovative and enterprising in them. Such modes of self-expression, which platforms such as YouTube enable, present conceptual challenges with regard to the categories of the individual and community. Arguing that the videos on these channels complicate the figure of the ‘conventional Muslim woman’ through their constant invocations of modernism and entrepreneurialism, this article illustrates how they produce an Islamic ‘mother community’ virtually. I show how these channels transform into a public yet intimate space, providing an online platform for Muslim women from Kerala to be seen and heard.