"Scholars of Southeast Asia have interpreted the blend of Islam and capitalism in urban Indonesia as a locally spe-cific expression of self-improvement (Gade 2004), corpo-ratism (Fealy 2008; Hoesterey 2008), or neoliberalism (Rud-nyckjy 2009). The literature builds on a regional history in which Islam and commerce have been profoundly inter-woven, rather than mutually exclusive. What Anthony Reid (1993) called a “religious revolution” occurred first in In-donesia during the 13th century when Islam arrived with Hadrami traders to the archipelago (cf. Ho 2006). More recently, the popularity and critique of Islamic consumer culture is apparent in a number of arenas, reflected, for in-stance, in the boom in ustadzs, or preachers, especially via mass media and related business empires..." (Jones, 2010, 620).
"In identifying these ambivalences, this article joins a growing literature asking how religiosity and consumption intersect, much of which shares the questions posed by the-ological and critical discourse in Indonesia itself but which also interrogates the impulse to identify a single “Muslim consumer” (Fischer 2008; Starrett 1995). Johanna Pink has called for analyses of the “Islamization of consumption” (2009:xiv) to extend beyond the view of religious consump-tion as simply capitalism with a religious fac¸ade. The arguments Pink critiques position the effect of exchange on devotion as totalizing...Paul Silverstein describes...anxiety about difference that envisions “a capitalist Islam ... [that] could purchase its beliefs on the free religious market” (2000:31) by transforming immi-grant Muslim athletes...into public advertising" (Jones, 2010, 620).