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This chapter investigates the development and circulation of Islamic success manuals and training sessions concerning the production of entrepreneurial and pious Muslim subjectivity in a globalised Indonesia. It shows that the trend of training sessions and success manual literatures increased in popularity in the late New Order related to the Asian financial crisis and the boom in Western self-help literatures especially in America in the 1990s. The influx of translated self-help books into Indonesia eventually stimulated the rise of a home-grown industry, with Indonesian writers appropriating the ideas and principles of those books and adapting them for the Indonesian market. Situated within the trope of “market Islam”, scholars in this field demonstrate that Islam has recently been mobilised, interpreted and articulated in a way that is friendly and compatible with globalisation and market economics. However, based on the existing literature it is still unclear whether market Islam represents a modification of existing Islamic ideology or an entirely new ideological strain. This chapter argues that market Islam in Indonesia is in line with the notion of “Muslimism” rather than Islamism. This term was coined by Neslihan Cevik to refer to market and individual-oriented piety that is apart from state or community-centred Islamism. |
