La diffusion, à des fins marketing, d’images controversées représentant l’islam dans les pays occidentaux a récemment eu comme conséquence plusieurs décès. Il serait opportun que les chercheurs en comportement du consommateur s’intéressent à l’impact sociétal de ces représentations qui sont idéologiquement chargées. Notre recherche analyse et interprète les stéréotypes liés aux musulmans dans les films américains, en mobilisant un cadre qui intègre des notions d’économie politique et des perspectives coloniales/postcoloniales occidentales.
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