Religious Media Events and Branding Religion
DOI link for Religious Media Events and Branding Religion
Religious Media Events and Branding Religion book
In this chapter we argue that an articulation of sacred worlds around specific ‘faith brands’1 on the part of media production and representation corresponds with religious individualization in everyday life. In the context of an ongoing process of individualization, ‘brands’ offer landmarks for individual religious questing and open up communicative spaces for personal spiritual experiences. To support this thesis we follow a three-step argument. First, we contextualize the idea of ‘branding religion’ within processes of religious individualization and mediatization. Based on this and our own empirical research we shall, second, theorize the Catholic World Youth Day as a religious media event and an outstanding way of branding religion. Finally, we make some concluding remarks on the significance of mediatization as ‘branding religion’ within the context of present religious change.