islamologyIslamologyIslamologyФонд поддержки и развития научных и культурных программ имени Ш. Марджаниislamology-27Research ArticleСтатьи“Я сделаю тебя успешным мусульманином”: онлайн- коучинг в России и формирование нового исламского благочестия“I will make you a successful muslim”: the role of online coaching in shaping neoliberal subjects in RussiaРагозинаС. А.RagozinaS. А.

Софья Андреевна Рагозина, научный сотрудник

Sofya А. Ragozina, Research Fellow

sofyaragozina@gmail.comИнститут востоковедения РАНРоссияInstitute of Oriental StudiesRussian Federation2024020620251313953Copyright © Рагозина С.А., 20252025Рагозина С.А.Ragozina S.А.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://islamology.elpub.ru/jour/article/view/27

В этой статье я рассматриваю мусульманский онлайн-коучинг в России, пытаясь определить, как конструируются новые неолиберальные субъекты. Рассматривая кейс проекта «Триллионер» имама московской Мемориальной мечети Шамиля Аляутдинова, я выявляю специфические языковые стратегии, используемые для конструирования образа «успешного/гармоничного» мусульманина. Этот образ служит центральным мотивом в дискурсе мусульманского коучинга. Хотя проект в первую очередь направлен на финансовое благополучие, он представляет собой комплексную этическую программу, где финансовая стабильность рассматривается как естественное следствие благочестивого поведения. Онлайн-коучинг, основанный на протестантском активистском этосе, оказывается новым способом вовлечения мусульманского субъекта – «новых» модернизированных мусульман, а также имама-коуча как нового типа религиозного авторитета, – который сочетает неолиберальные ценности предпринимательства и самопомощи с исламской добродетелью. Я обсуждаю несколько факторов, которые делают этот проект весьма востребованным среди современных мусульман, исходя из аргумента культурного потребления и удобства светского перевода ислама в рамках глобальной неолиберальной повестки дня.

In this paper, I consider Muslim online coaching in Russia, trying to determine how new neo-liberal subjects are constructed. Considering the case of “Trillionaire” project by the imam of Moscow’s Memorial Mosque Shamil Alyautdinov, I identify specific linguistic strategies used to construct an image of a “successful/harmonic” Muslim. This image serves as a central motif in the discourse of Muslim coaching. While the project primarily focuses on financial well-being, it is a comprehensive ethical program, where financial stability is viewed as a natural consequence of pious behavior. Online coaching based on Protestant activist ethos turns out to be a new way to entrain the Muslim subject—the “new” modernized Muslims as well as imam-coach as a new type of religious authority – that combines neo-liberal values of entrepreneurship and self-help with Islamic virtue. I discuss several factors that make this project highly in demand among contemporary Muslims based on cultural consumption argument and the convenience of secular translation of Islam within the global neo-liberal agenda.

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The authors declare that there are no conflicts of interest present.