Church advertising and the marketization of religious hegemony

In: Marketing theory, Band 24, Heft 2, S. 263-288

Abstract

This paper contributes to the research on the symbiotic relationship between religion and the market by examining the nature and implications of the marketization of religion in a contemporary Christendom in which religion and the market are hegemonic. Based on our analysis of 3741 church advertisements in Ghana over a 6-year period, we conceptualize three symbiotic relationships that coexist between the market and religion—commensalism, mutualism, and competition. We argue that these symbiotic relationships mirror how religion hegemonizes popular imagination and members' consumption through marketization in contemporary Christendom. This study extends our understanding of the dialectical relationship between religion and the market by showing that religion can use marketization to perpetuate its hegemony within and beyond the market.