The Marketization of Religion

This book was originally published as a special issue of the journal Religion.

Author: François Gauthier

Publisher: Routledge

ISBN: 9781000082005

Category: Religion

Page: 132

View: 380


The Marketization of Religion provides a novel theoretical understanding of the relationship between religion and economy of today’s world. A major feature of today's capitalism is ‘marketization’. While the importance that economics and economics-related phenomena have acquired in modern societies has increased since the consumer and neoliberal revolutions and their shock waves worldwide, social sciences of religion are still lagging behind acknowledging the consequences of these changes and incorporating them in their analysis of contemporary religion. Religion, as many other social realities, has been traditionally understood as being of a completely different nature than the market. Like oil and water, religion and the market have been mainly cast as indissoluble into one another. Even if notions such as the marketization, commoditization or branding of religion and images such as the religious and spiritual marketplace have become popular, some of the contributions aligned in this volume show how this usage is mostly metaphorical, and at the very least problematic. What does the marketization of religion mean? The chapters provide both theoretical and empirical discussion of the changing dynamics of economy and religion in today’s world. Through the lenses of marketization, the volume discusses the multiple, at times surprising, connections of a global religious reformation. Furthermore, in its use of empirical examples, it shows how different religions in various social contexts are reformed due to growing importance of a neoliberal and consumerist logic. This book was originally published as a special issue of the journal Religion.

Religions As Brands

This interdisciplinary book treats new developments in three fields that have hitherto evolved rather independently: (1) the commoditization of religion, (2) the link between religion and consumer behaviour, and (3) the economics of ...

Author: Jean-Claude Usunier

Publisher: Routledge

ISBN: 1138546240


Page: 280

View: 141


During the twentieth century, religion has gone on the market place. Churches and religious groups are forced to 'sell god' in order to be attractive to 'religious consumers'. More and more, religions are seen as 'brands' that have to be recognizable to their members and the general public. What does this do to religion? How do religious groups and believers react? What is the consequence for society as a whole? This book brings together some of the best international specialists from marketing, sociology and economics in order to answer these and similar questions. The interdisciplinary book treats new developments in three fields that have hitherto evolved rather independently: the commoditization of religion, the link between religion and consumer behavior, and the economics of religion. By combining and cross-fertilizing these three fields, the book shows just what happens when religions become brands.

Religion Discourse and Society

above, as explicated by Gauthier: Approaching the study of religion through the marketisation approach signifies that “the market” is identified as the most salient and defining feature of contemporary societies: both the market as a ...

Author: Marcus Moberg

Publisher: Routledge

ISBN: 9781000530469

Category: Social Science

Page: 256

View: 609


This book focuses on the utility and application of discourse theory and discourse analysis in the sociological study of religious change. It presents an outline of what a ‘discursive sociology of religion’ looks like and brings scholarly attention to the role of language and discourse as a significant component in contemporary processes of religious change. Marcus Moberg addresses the concept of discourse and its main meta-theoretical underpinnings and discusses the relationship between discourse and ‘religion’ in light of previous research. The chapters explore key notions such as secularism and public religion as well as the ideational and discursive impact of individualism and market society on the contemporary Western religious field. In addition to providing scholars with a thorough understanding and appreciation of the analytic utility of discourse theory and analysis in the sociological study of religious change, the book offers a cohesive and systematized framework for actual empirical analysis.

Making Religion

2008. “Marketing and Religion.” In The Routledge Companion to Nonprofit Marketing, edited by Adrian Sargeant and Walter W. Wymer, 97–113. Abingdon: Routledge. Noll, Mark A., ed. 2001. God and Mammon: Protestants, Money, and the Market, ...


Publisher: BRILL

ISBN: 9789004309180

Category: Religion

Page: 342

View: 584


Making Religion provides a unique overview of theoretical and practical aspects of the discursive study of religion. Leading scholars in the field discuss the opportunities and challenges of discourse analysis and its application in the study of religion.

Routledge International Handbook of Religion in Global Society

The purity of the market (and of 'the secular' in general), in other words, is co-opted and soiled by religion. The second perspective worries about the reverse trend, meaning the dangers of 'commodification' for religion.

Author: Jayeel Cornelio

Publisher: Routledge

ISBN: 9781317294993

Category: Social Science

Page: 500

View: 725


Like any other subject, the study of religion is a child of its time. Shaped and forged over the course of the twentieth century, it has reflected the interests and political situation of the world at the time. As the twenty-first century unfolds, it is undergoing a major transition along with religion itself. This volume showcases new work and new approaches to religion which work across boundaries of religious tradition, academic discipline and region. The influence of globalizing processes has been evident in social and cultural networking by way of new media like the internet, in the extensive power of global capitalism and in the increasing influence of international bodies and legal instruments. Religion has been changing and adapting too. This handbook offers fresh insights on the dynamic reality of religion in global societies today by underscoring transformations in eight key areas: Market and Branding; Contemporary Ethics and Virtues; Intimate Identities; Transnational Movements; Diasporic Communities; Responses to Diversity; National Tensions; and Reflections on ‘Religion’. These themes demonstrate the handbook’s new topics and approaches that move beyond existing agendas. Bringing together scholars of all ages and stages of career from around the world, the handbook showcases the dynamism of religion in global societies. It is an accessible introduction to new ways of approaching the study of religion practically, theoretically and geographically.

Religion and the Morality of the Market

Hence, the marketization of spirituality has become part of – and cannot be detached from – the process of ... I have shown how DT through DPU-DT and Muslimah Center ascribes market value to religious knowledge and piety in the ...

Author: Daromir Rudnyckyj

Publisher: Cambridge University Press

ISBN: 9781107186057

Category: Business & Economics

Page: 304

View: 384


This book focuses on how neoliberal market practices engender new forms of religiosity, and how religiosity shapes economic actions.

Church Market and Media

Einstein, Brands of Faith; Marcus Moberg, “Exploring the Spread of Marketization Discourse in the Nordic Folk Church Context,” in Making Religion: Theory and Practice in the Discursive Study of Religion, ed. Frans Wijsen and Kocku von ...

Author: Marcus Moberg

Publisher: Bloomsbury Publishing

ISBN: 9781474280594

Category: Religion

Page: 216

View: 466


Marcus Moberg offers a new model of religion and religious life in the post-war era, through focusing on the role of markets and media as vectors of contemporary social and cultural change – and therefore institutional religious change. While there is wide agreement among sociologists of religion that there this area is transforming on a global scale, there is less agreement about how these changes should best be approached and conceptualized. In a time of accelerating institutional religious decline, institutional Churches have become ever more susceptible to market-associated discourse and language and are ever more compelled to adapt to the demands of the present-day media environment. Using discourse analysis, Marcus Moberg tracks how new media and marketing language and concepts have entered Christian thinking and discourse. Church, Market, and Media develops a framework that approaches changes in the contemporary religious field in direct relation to the changing socioeconomic makeup of contemporary societies on the whole. Through focusing on the impact of markets and media within the contemporary religious setting of mainline institutional Christian churches in the Western world, the book outlines new avenues for further theorizing the study of religious change.

Innovation and Competition in Zimbabwean Pentecostalism

"Using the concept of a "religious market", this volume explores how African Traditional Religions and churches within Prophetic Pentecostalism in Zimbabwe seek to attract and retain members and clients.

Author: Ezra Chitando


ISBN: 1350176028

Category: Big churches

Page: 244

View: 327


"Using the concept of a "religious market", this volume explores how African Traditional Religions and churches within Prophetic Pentecostalism in Zimbabwe seek to attract and retain members and clients. Chapters provide extensive coverage of two of the leading churches, namely, Emmanuel Makandiwa's United Family International Church (UFIC) and Walter Magaya's Prophetic Healing and Deliverance Ministries (PHD). Contributors also explore the strategies adopted by Pentecostalism in general, while others focus on African Traditional Religions. They show that although Prophetic Pentecostalism has gained a significant share of the market in Zimbabwe and in Southern Africa in general, it is not without controversy. In particular, it has been associated with the abuse of women and exploiting members and clients for financial gain. Innovation and Competition in Zimbabwean Pentecostalism is an important contribution to understanding the marketization of religion."--

Passing on the Faith

made the only validation that ultimately matters even in so august and tradition-bound a domain as religion, then the marketization of the entire culture is essentially accomplished. Thus, the early marketization of religion portended ...

Author: James Heft

Publisher: Fordham Univ Press

ISBN: 9780823226474

Category: Religion

Page: 321

View: 209


From the beginning, the Abrahamic faiths - Judaism, Christianity, and Islam - have stressed the importance of transmitting religious identity from one generation to the next. Today, that sustaining mission has never been more challenged. Will young people have a faith to guide them? How can faith traditions anchor religious attachments in this secular, skeptical culture? The fruit of a historic gathering of scholars and religious leaders across three faiths and many disciplines, thisimportant book reports on the religious lives of young people in today's world. It's also a unique inventory of creative and thoughtful responses from churches, synagogues, and mosques working to keep religion a significant force in those lives. The essays are grouped thematically. Opening the book, Melchor Sanchez de Toca and Nancy Ammerman explore fundamental issues that have an impact on religion - from the cultural effects of global consumerism and personal technology to pluralism and individualism. In Part Two, leading investigators present three leading studies of religiosity among young people and college students in the United States, illuminating the gap between personal values and organized religion - and the emergence of new, different forms of spirituality and faith. How religious institutions deal with these challenges forms the heart of the book - in portraits of "best practices" developed to revitalize traditional institutions, from a synagogue in New York City and a Muslim youth camp in California to the famed French Catholic community of the late Brother John of Taize. Finally, Jack Miles and Diane Winston weave the findings into a broader perspective of the future of religious belief, practice, and feeling in a changing world. Filled with real-world wisdom, Passing the Faith will be an essential resource for anyone seeking to understand what religions must, and can, do to inspire a vigorous faith in the next generation.