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Brands of Faith - Marketing Religion in a Commercial Age (Hardcover, New)
Loot Price: R4,139
Discovery Miles 41 390
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Brands of Faith - Marketing Religion in a Commercial Age (Hardcover, New)
Series: Media, Religion and Culture
Expected to ship within 12 - 17 working days
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In a society overrun by commercial clutter, religion has become yet
another product sold in the consumer marketplace, and faiths of all
kinds must compete with a myriad of more entertaining and more
convenient leisure activities. Brands of Faith argues that in order
to compete effectively faiths have had to become brands - easily
recognizable symbols and spokespeople with whom religious prospects
can make immediate connections Mara Einstein shows how religious
branding has expanded over the past twenty years to create a
blended world of commerce and faith where the sacred becomes
secular and the secular sacred. In a series of fascinating case
studies of faith brands, she explores the significance of branded
church courses, such as Alpha and The Purpose Driven Life,
mega-churches, and the popularity of the televangelist Joel Olsteen
and television presenter Oprah Winfrey, as well as the rise of
Kaballah. She asks what the consequences of this religious
marketing will be, and outlines the possible results of religious
commercialism - good and bad. Repackaging religion - updating
music, creating teen-targeted bibles - is justifiable and
necessary. However, when the content becomes obscured, religion may
lose its unique selling proposition - the very ability to raise us
above the market.
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