Religious Artefacts As Consumer Culture Products

This paper explores how religious and secular discourses are combined in the artefacts of a contemporary mega-church. Through an investigation of music lyrics, practice and performance, we explore how religious discourse intersects with the ‘market system’ and ‘therapeutic ethos’ to create a form of marketed religion that is reflective of its target audience. Through analysis of the music of a successful Sydney-based mega church we explore how seemingly contradictory elements of religious traditions are mixed with contemporary discourses that have widespread consumer appeal. We see the hybrid identity of the mega-church (church and business) accentuating the effects of secularisation and consumer culture through the artefacts it produces. This contradiction and reconciliation is reflexively resonant to affluent post-modern yearning for individualism and materialist instant gratification.


Jeaney Yip and Susan Ainsworth (2010) ,"Religious Artefacts As Consumer Culture Products", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 702-703 .


Jeaney Yip, University of Sydney, Australia
Susan Ainsworth, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 37 | 2010

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