Neoliberalism has evolved from a mere economic theory into a dominant worldview where market logic governs every aspect of life, including the body and identity. This article explores how this ideology transforms concepts like hijab and modesty from spiritual values into commodities, creating a false sense of freedom rooted in consumption rather than genuine autonomy.
The Body as a Commodity
In the neoliberal framework, the value of anything is measured by its “ability to generate profit.” Within this system, while the female body is theoretically considered “personal property,” in practice, it becomes a marketing tool for attracting capital. Hijab, which emphasizes concealment and shifting focus from appearance to inner substance, stands in direct contradiction to the logic of “display for sale.”
In a society dominated by neoliberalism, the female body must be “sellable” to create economic value in the fashion, advertising, and entertainment industries. Consequently, hijab is often viewed not as a religious choice, but as an “economic obstacle” or an “unsellable commodity.”
False Freedom and Consumerism
Neoliberalism emphasizes “individual freedom,” but it defines this freedom within the narrow framework of “consumer choice.” In this perspective, a woman’s “freedom” is equated with the ability to buy fashionable clothes, change her appearance based on daily trends, and adhere to market-driven aesthetic norms.
Hijab and modesty, which are often associated with simplicity and avoidance of extravagance, are labeled as “restrictions on freedom” or “regressions.” This critique reveals that neoliberalism conflates freedom with consumption, whereas hijab can offer a different form of liberty: freedom from instrumental gaze and superficial judgment.
Extreme Individualism and the Collapse of Collective Norms
Neoliberalism prioritizes “individualism” and views any collective or traditional norm that influences individual choice with suspicion. Hijab and modesty, in many cultures, serve as “collective norms” and markers of religious and social identity. By promoting extreme individualism, neoliberalism weakens these norms, reducing them to “purely personal choices” that are vulnerable to market pressures, such as advertising.
From this viewpoint, hijab is seen as a “traditional structure” that prevents the individual from fully entering the free market (socially and economically).
Forced Secularization (Not Necessarily Legal)
Neoliberalism does not necessarily seek to ban hijab legally, but by promoting a secular and consumerist lifestyle, it creates an environment where hijab appears “incongruous” and “inefficient.” Through “soft power” exerted via media, fashion, and pop culture, this ideology presents hijab as an “unmodern choice” or a “career limitation.”
As a result, women who wear hijab may indirectly face obstacles in the job market or social relationships, obstacles that have their roots in this underlying ideology.
Conclusion
Neoliberalism is not necessarily in conflict with hijab and modesty as practices, but rather with the meaning of hijab as a spiritual and social value. This ideology reduces hijab to a “consumer choice” that must align with market logic.
The core critique is that neoliberalism equates “freedom” with “consumption” and “display,” labeling any concealment or simplicity that contradicts this logic as an obstacle to “progress” and “freedom.”
From: Fars
