By Mara Einstein

ISBN-10: 0203938879

ISBN-13: 9780203938874

ISBN-10: 0415409764

ISBN-13: 9780415409766

ISBN-10: 0415409772

ISBN-13: 9780415409773

In a society overrun by means of advertisement litter, faith has turn into another product bought within the purchaser market, and faiths of every kind needs to compete with a myriad of extra exciting and more straightforward rest actions. manufacturers of religion argues that during order to compete successfully faiths have needed to develop into manufacturers – simply recognizable symbols and spokespeople with whom non secular clients could make rapid connectionsMara Einstein exhibits how non secular branding has elevated during the last two decades to create a mixed international of trade and religion the place the sacred turns into secular and the secular sacred. In a chain of interesting case stories of religion manufacturers, she explores the importance of branded church classes, equivalent to Alpha and the aim pushed lifestyles, mega-churches, and the recognition of the televangelist Joel Olsteen and tv presenter Oprah Winfrey, in addition to the increase of Kaballah. She asks what the results of this non secular advertising might be, and descriptions the prospective result of spiritual commercialism – strong and undesirable. Repackaging faith – updating track, developing teen-targeted bibles – is justifiable and worthwhile. besides the fact that, while the content material turns into obscured, faith may possibly lose its specified promoting proposition – the very skill to elevate us above the industry.

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Sample text

The economics of t he reli gi ous pro d uc t m a rk e t The changing Christian marketplace Changes in the religious product category, primarily books and movies, which are the largest and most visible manifestations, began in the mid1990s. Most insiders trace these changes to the approaching millennium and its doomsday prophecies. Y2K was going to destroy our computers. ATM machines were going to randomly spit out money. An earthquake was going to devastate an entire continent. And on and on it went.

Leaving the faith of your birth would have been a serious, well-considered action because it fundamentally changed who you were. 8 Wade Clark Roof, first in his book A Generation of Seekers (1993a) and later in Spiritual Marketplace (1999), outlines how religious practice changed for baby boomers. While the baby boom cohort is not irreligious, they do not practice in the way that previous generations did. One-third stayed with their faith of origin, but two-thirds—66 percent—dropped away from religion when they were young, which is a huge number when you consider that only 4 percent of the general population switched only a decade before.

They want to believe in something. But the religious impulse is increasingly being satisfied someplace other than in a traditional religious setting, as evidenced by the statistics at the beginning of this chapter. While the give and take between the secular and the sacred remains an important element of the secularization theory, the declining practice of religion has not borne out, at least not in the United States. Because of this, secularization theory declined in acceptance and scholars began to look elsewhere for answers.

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Brands of Faith: Marketing Religion in a Commercial Age by Mara Einstein

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