By François Gauthier, Tuomas Martikainen
This ebook, including a complementary quantity faith within the Neoliberal Age, specialise in faith, neoliberalism and shopper society; providing an outline of an rising box of analysis within the learn of latest faith. Claiming that we're getting into a brand new part of state-religion family, the editors research how this is often traditionally anchored in modernity yet laid low with neoliberalization and globalization of society and social lifestyles. probably far away advancements, corresponding to marketization and commoditization of faith in addition to legalization and securitization of social conflicts, are remodeling historic expressions of 'religion' and 'religiosity' but those alterations are seldom if ever understood as forming a coherent, dependent and systemic ensemble. faith in purchaser Society develops a radical research of faith as either formed via customer tradition and as shaping purchaser tradition. Following an creation significantly analysing experiences on buyer tradition and hyperlinks it to the present scholarship within the sociology of faith, this e-book explores the subsequent themes: 1. How have consumerism and digital media formed globalized tradition, and the way this can be affecting faith 2. the dynamics and features of usually missed center type faith, and the way those relate to globalization with recognize to variations among 'developed' and 'emerging' nations, three. rising tendencies, and the way we comprehend phenomena as diverse as megachurches and holistic spiritualistic trips, and the way the pressures of patron tradition act on spiritual traditions, indigenous and exogenous, four. the politics of spiritual phenomena within the Age of Neoliberalism, and -5. the hybrid components rising from those reconfigurations of faith and the industry. Outlining adjustments in either the political-institutional and cultural spheres, the participants provide a global assessment of advancements in numerous international locations and state-of-the-art illustration of faith within the new international political economic system.
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Additional info for Religion in Consumer Society: Brands, Consumers and Markets
Both highlight the impact of these on subjective experience, describing a process of ‘individualisation’ whereby a complex of economic, social and cultural forces compel individuals to construct their own biographies without recourse to the socially integrating institutions of ‘first’ modernity (which are characterised by the nuclear family and its ascribed gender roles, full-time paid employment, and class-communal relations of production and institutions, as well as medico-technocratic expertise with its aura of infallibility, and so on).
It is not a product (a running shoe, for example) that is being bought, but a connection to a brand (Nike) and what it symbolises. It is therefore false to affirm that religion has become a product on the market in the neoclassical sense. Consumerism is a symbolic economy. Products refer to brands which are symbols inscribed in social relations. This is why the ideal for a brand is to achieve cult status – that is the maximum degree of recognisability, uniqueness, authenticity, and emotional power, such that it can become the fixture for identification, belonging, community, personal and collective emotion, and rituals.
For Beck, however, Bauman’s account is one which falls back into the traditional rejection of individualisation as egoistic individualism, as it fails 13 14 11 Ibid. , 184. , 185. Zygmunt Bauman, ‘Introduction’ to Ulrich Beck and Elizabeth Beck-Gernsheim, Individualization: Institutional Individualism and Its Social and Political Consequences (London, 2002), xvi. 15 Zygmunt Bauman, Liquid Modernity (Cambridge, 2000), 40. 12 Religion in Consumer Society 32 to recognise the novelty of the contemporary context.
Religion in Consumer Society: Brands, Consumers and Markets by François Gauthier, Tuomas Martikainen