Several years ago I spent time in North-east Arnhemland with the Yolngu. They taught me so many things about community, family, ritual and sprituality. When I got back to the city I wanted to know more about spirituality and set out on a quest to find a connection and explanation to what I had experienced in the Aboriginal community. So I shopped around.
It was the heady days of the new age movement and on offer was a plethora of courses, workshops, personal development processes, healing modalities, seminars covering pathways to achieving personal fulfillment, happiness and altered or enhanced states of consciousness. All these programs and activities carried a price tag. Some higher than others.
There was no way to tell whether the workshop or group leader was qualified or ethical, or whether there was any 'truth' to the information being delivered. The new age did not have a code of ethics, but instead, had many authority figures, a multiplicity of scriptures, and endless DIY guides to becoming a better, happier and more prosperous person.
New age bookstores sprang up selling self-help books, protective symbols, amulets, meditation CDs, crystals and tarot cards, and were fonts of information about workshops and courses. Within the new age, gurus emerged to lead seekers towards a finding that better life and strengthen their inner resources.
Wade Clarke Roof (1999) describes this flourishing of consumer spirituality as a 'spiritual marketplace' where the sales pitch is the dream and plan for one's 'new' life.
An acute observer of this process of selling spirituality and religion is religious theorist Mara Einstein (2011, 2008). Einstein's observations focus on the way religion and spirituality are purveyed, marketed and branded. Religious products, religious leaders and even the religions themselves are being advertised and sold to the population at large.
Increasingly religious organisations are also using social media for self-promotion. Accompanying this move is a range of sources directed at religious leaders on the best way to sell their product with such texts as: The iChurch method: how to advance your ministry online (Caston 2012); Social media guide for ministry: what it is and how to use it (Smith 2013) and Outspoken: conversations on church communication (Shraeder and Hendricks 2011).
Other observers of the impact of social media on religion, such as religion and pastoral ministry scholar Elizabeth Dresher (2011), outline religions' growing use of social media which, she states, are also remodelling religious practice. In particular Dresher notes the increasing role of religious organisations and religious practices on Fb, Twitter and Apps. For example, in a list of the top 20 Fb sites visited, religious sites make up more than 50%.
But, with a tough word of warning to less connected religions, Dresher warns:
'Word to religious leaders: just as the local religious building is no longer the normative site for religious practice, neither is your church, synagogue, or mosque Facebook page or Twitter feed likely to be. Click on over to where the people are if you really want to connect'.
Among the social media trends for religion, Dresher lists religious and spiritual 'holy apps' which comprise scriptures, prayers, confessionals and meditation practices, as well as the need for religions to develop ethical and practical 'guidlelines for social media'. She also provides a useful link to guidelines published by the United States Conference for Catholic Bishops which state in part:
'The Church can use social media to encourage respect, dialogue, and honest relationships—in other words, “true friendship”... To do so requires us to approach social media as powerful means of evangelization and to consider the Church’s role in providing a Christian perspective on digital literacy'.
New York Times journalist Jennifer Preston (2011) has researched the online approach to evangelizing and yet questions its effectiveness in contrast to face-to-face religious participation. She outlines the rapid popularity on Fb of religious pages like 'Jesus Daily', and cites Fb itself as saying that over 43 million people follow at least one page they classify as religious. This is affirmed by a recent PEW survey which found that 64% of Americans online used the web for religious or spiritual reasons (Helland 2013).
in the fanfare of Pope Francis 1's selection, the Vatican not only sent smoke signals to notify the world of the new pope, it also tweeted (in caps): “HABEMUS PAPAM FRANCISCUM” – or “We have Pope Francis”. Despite this initial innovation, Christopher Helland (2013) notes that the Catholic Church, compared to evangelical faiths, has been slow on the uptake of social media:
'With a “business as usual” approach, the Church (and others) has failed to recognize the radically different way people interact online. The phenomenon known as Web 2.0 means that people are both consumers and producers of information, not just passive recipients'.
Underlying the 'whether to use or not use' debate, religious institutions which have adopted social media formats are using it to enhance their religious brand, and, as Mara Einstein (2008) reminds us, to make profits. But at an individual level, Einstein also bserves how these brands shape our identity. We identify with products and celebrities who sell them.
Einstein pulls no punches: 'Remember', she says, 'religion is a commodity. Religion is personal and sold the same way as other marketed goods and services' (2008:78).
References
Caston J. 2012. The iChurch method - How to advance your ministry online. Frisco, TX: Caston Digital Publishing.
Dresher E. 2011. Five social media trends reshaping religion. Religion Despatches. December 15, 2011, http://www.religiondispatches.org/archive/culture/5463/
http://www.religiondispatches.org/contributors/elizabethdrescher/
Einstein M. 2011.
Evolution of
religious branding. Social Compass 58(3): 331-338.
Einstein M. 2008. Brands of faith. Abingdon, Oxon: Routledge.
Helland C. 2013. On a Tweet and a prayer. World Economic Forum blog, March 27, 2013. http://forumblog.org/2013/03/on-a-tweet-and-a-prayer/Einstein M. 2008. Brands of faith. Abingdon, Oxon: Routledge.
Preston J. 2011. Facebook page for Jesus, with highly active fans. New York TImes, September 4, 2011, http://www.nytimes.com/2011/09/05/technology/jesus-daily-on-facebook-nurtures-highly-active-fans.htm
Roof W.C. 1999. Spiritual marketplace: baby boomers and the remaking of American religion. Princeton, NJ: Princeton University Press.Smith N. 2013. Social media guide for ministry: what it is and how to use it. Nils Smith and group.com.
Shraeder T. and K.D. Hendricks. 2011. Outspoken: conversations on church communication. Los Angeles: Centre for Church Communication.
Image source
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