The Marketization of Religion provides a novel theoretical understanding of the relationship between religion and economy of today’s world.
A major feature of today's capitalism is ‘marketization’. While the importance that economics and economics-related phenomena have acquired in modern societies has increased since the consumer and neoliberal revolutions and their shock waves worldwide, social sciences of religion are still lagging behind acknowledging the consequences of these changes and incorporating them in their analysis of contemporary religion.
Religion, as many other social realities, has been traditionally understood as being of a completely different nature than the market. Like oil and water, religion and the market have been mainly cast as indissoluble into one another. Even if notions such as the marketization, commoditization or branding of religion and images such as the religious and spiritual marketplace have become popular, some of the contributions aligned in this volume show how this usage is mostly metaphorical, and at the very least problematic. What does the marketization of religion mean?
The chapters provide both theoretical and empirical discussion of the changing dynamics of economy and religion in today’s world. Through the lenses of marketization, the volume discusses the multiple, at times surprising, connections of a global religious reformation. Furthermore, in its use of empirical examples, it shows how different religions in various social contexts are reformed due to growing importance of a neoliberal and consumerist logic.
This book was originally published as a special issue of the journal Religion.
Introduction: the marketization of religion
François Gauthier and Tuomas Martikainen
1. Christmas fairs in Danish churches abroad: a resource mobilisation perspective
2. From nation-state to market: The transformations of religion in the global era, as illustrated by Islam
3. Religious change in market and consumer society: the current state of the field and new ways forward
Marcus Moberg and Tuomas Martikainen
4. Governing religious identities: law and legibility in neoliberalism
5. Religion and the marketplace: constructing the ‘new’ Muslim consumer
6. The marketization of church closures
Jes Heise Rasmussen