Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This paper provides a theoretical framework for understanding the commodification of religion. It offers a model for defining and enumerating ways religion is treated as a consumer product. The paper attempts to integrate varied approaches to the question of religious consumption through the use of structural ritualization theory (SRT). The paper begins with a general discussion of recent work on religious commodification and then presents the theory and research associated with structural ritualization. Integrating past theoretical work and SRT, the authors have identified five Consumer Ritualized Symbolic Practices (CRSPs). These would include CRSPs that create religion as an abstracted and reified religious object to be marketed and consumed; CRSPs that create a religious brand name for social communication and consumption; CRSPs that create religion as spectacle; CRSPs that create religion as an avenue for economic and psychological well being; and CRSPs that create religion as a rationalized provider of services. The paper concludes with a general discussion of the efficacy of this approach and suggestions for further development of the theory.