Generation M.pdf

Generation M.pdf


What does it mean to be young and Muslim today? There is a segment of the world's 1.8 billion Muslims that is more influential than any other, and will shape not just the future of Muslims, but also the world around them: meet Generation M. Tech-savvy and self-empowered, Generation M believe their identity encompasses both faith and modernity. Their faith affects everything, informing the way they consume, interact, work, and spend their leisure time. Shelina Janmohamed, award-winning author and leading voice on young Muslims, explores this growing cultural phenomenon, at a time where understanding the mindset of Muslim youths, and what drives them, is critical.

Shelina Janmohamed is author of the acclaimed and popular Love in a Headscarf, a novel about the life and loves of a young Muslim woman. She is also a columnist for the Muslim News and EMEL magazine and regularly contributes to the Guardian, the Telegraph, the BBC and Channel 4 as well as appearing on BBCs Newsnight and The Heaven and Earth Show. Shelina also runs the award-winning Spirit 21 blog and is a leading spokesperson on Muslim social and religious trends and Vice President of Ogilvy Noor, the world's first bespoke global Islamic branding practice for building brands with Muslim consumers.

Salam, Generation M!Introduction: the rise of Generation M 5Their influence as the 'third billion' and why we need to pay attention 5Chapter 2: Global trends shaping the emergence of Generation M 12Creativity born of constraints 12Chapter 3: Meet Generation M! 24Getting to know Generation M, what shapes them and the qualities that make them different 24The rise of the global Muslim lifestyleChapter 4: You had me at halal 38Why 21st century halal is important for everyone 38Chapter 5: the four F's of Generation M's 'Muslim lifestyle' 53Food, finance, pharma and fun 53Chapter 6: The digital ummah 68How Dar al-Internet, real world and virtual technologies are enhancing community and religiosity 68Culture: the new Muslim coolChapter 7: God gave (halal) rock and roll to you 79The soundtrack of Generation M 79Chapter 8: Haloodies and hijabiliciousness 89The language of Generation M 89Chapter 9: What does a Muslim look like? And what catches their eye? 102The visual identity, expression and semiotics for Generation M 102Chapter 10: Superheroes, video games and branding 116The tsunami of cultural expression hits our shores 116


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