Abstract Based on a discourse analysis of German-language YouTube videos that attempt to instruct their audiences in Islamic practice, the article examines the interplay of moral statements and audiovisual elements in religious web videos. YouTube constitutes an affective space for the promotion of normative Islamic models of gendered subjectivity that instruct how to understand and guide oneself. Considering the tensions in the lives of young Muslims in the German context, the videos offer clear notions of gendered Muslim morality within an arrangement of discursive and affective elements that draw on both Islamic oratory and elements of secular popular culture. On a linguistic level, producers address their audiences as immoral subjects alienated from a divine order and call for a self-transformation towards piety. At the audiovisual level, discursive statements are entangled with a fluctuating stream of affective intensities that have the potential to charge moral codes with aesthetic legitimacy and attach viewers to gender norms.
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