مجلة الأعمال الإلكترونية والاقتصاد الرقمي
Volume 3, Numéro 2, Pages 17-27
2025-12-16
Discourse Strategies Of Emerging Islamic Finance Platforms In Western Countries: A Linguistic And Cultural Analysis
Authors : Khelf Djamila . Khelf Yakout .
Abstract
This study examines the discourse strategies employed by two Islamic finance platforms in the United Kingdom, focusing on how they linguistically frame Islamic financial principles and attract clients within a Western, secular market. The research analyses Al Rayan Bank and Gatehouse Bank, two leading Islamic financial institutions in the UK, to explore how they communicate their services, principles, and ethical values in a context that blends Islamic finance with modern Western financial systems. Using a qualitative discourse analysis approach, this research investigates the linguistic and cultural tactics employed by these platforms to present themselves as both Sharia-compliant and financially credible. The data is drawn from their official websites. By applying Critical Discourse Analysis (CDA), the study identifies key themes such as Sharia compliance, financial trust, and cultural adaptation, and explores how these platforms navigate the challenges of promoting Islamic finance to a non-Muslim majority audience. The findings shed light on how these institutions balance religious identity with the demands of the contemporary financial sector, and how language and visual elements are strategically used to build legitimacy and trust. This research contributes to a deeper understanding of how Islamic finance is represented in Western countries and how linguistic and cultural factors shape the global perception of this emerging financial sector.
Keywords
Islamic finance ; Sharia ; Critical Discourse Analysis ; cultural adaptation ; financial trust
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