With the rise in such varied and different religious
organisations and different branches of core denominations, due to the sheer variety
of choice available, the vast popularity of traditional faiths has dwindled as
other, more relevant groups emerge. Thus “religious marketing has risen
substantially over the past few decades due to a confluence of societal changes”
(Einstein, 2011, p. 331) , highlighting the
greatly developing role that religion is playing within the lives of 21st
century communities. Comparatively to several decades ago where religion did
not have a lot of exposure to reach out to other groups and advertise their religion,
media and branding today, allow for a single message to reach thousands if not,
millions of people around the world.
In general, people are not looking for a one size fits all
religious group, but an environment in which they are comfortable and feel that
they belong. Mara Einstein explains this idea well when she states that “Within
this environment, seekers reject traditional Churches for more opportune practices
or ‘shop’ for a religious institution that meets their needs. This market-orientated
mentality is fuelled by a consumer culture that has trained Americans to expect
products and series to be a convenient, entertaining, and customized to fit
their needs” (Einstein, 2011, p. 332) . Religion is no
longer be viewed as it used to, that is for its core values, beliefs and
practices, but rather, now people are choosing their religion based on how personalised,
beneficial and convenient being a part of the religious community is.
Emile Durkheim actually anticipated that the “growth of
moral individualism was bound to reduce the significance of organised religion”
(Redmond & Holmes, 2007, p. 172) , which it clearly
has within the context of modern day. As a result of people seeking to find
their perfect ‘fit’ in terms of religion or spirituality it means that there
are less people attending traditional services at a Church on a Sunday morning,
as those institutes compared to the DIY approach, are very much one size fits
all.
Mega-company, Apple, have been considered by some as a
religion. Charlie Osbourne for instance does see some quality points in the
belief that Apple is a religion. Osbourne states that “when you look at the way
they advertise their product; it’s really about a more connected life” (Osbourne, 2012) . With religion being
such a loosely defined term with no real boundaries or barriers separating it
from anything else in particular, when an Apple executive addresses to the
audience to “reawaken and renew their faith in the core message and tenets of
the brand [or] religion” (Osbourne, 2012) , very similar
language is used to that of a summary of the keynotes made at a traditionally
recognised religious service.
Furthermore, Churches such as Scientology have advertised
their Church through television ads and internet networking to attempt to
change their perception and drive and encourage people to attempt to understand
what it is exactly that they do and believe in. Thus from television
advertising to simply having churches ‘revise’ their ‘product’ to being shorter
and more entertaining services; branding has played a large role in maintaining
a public image and encouraging parishioners to maintain their attendance at
services.
Einstein, M. (2011). The Evolution of Religious
Branding. Social Compass, 331-338.
Osbourne, C. (2012, October 25). Anthropologist
'confirms' Apple is a religion. Retrieved April 12, 2013, from ZDNet:
https://learn.uq.edu.au/webapps/portal/frameset.jsp?tab_group=courses&url=%2Fwebapps%2Fblackboard%2Fcontent%2FcontentWrapper.jsp%3Fcontent_id%3D_120973_1%26displayName%3DLinked%2BFile%26course_id%3D_9393_1%26navItem%3Dcontent%26attachment%3Dtrue%26href%3D
Redmond, S., & Holmes, S. (2007). Stardom and
Celebrity. London: Sage Publications.
Image courtesy of Pixabay: http://pixabay.com/en/foreign-trade-trip-abroad-emigrants-62743/
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