Wednesday, May 1, 2013

An interesting mix of pop culture and religion..


Source: gkhalsa.wordpress.com


So as new media sources become the lifeline of contemporary culture, we can see various media adaptations of all different aspects of our life. We no longer need to drive to the shops in order to purchase goods - we can shop online. We no longer need to send letters to family and friends on the other side of the world – we can send an instant email. Gradually, religious organizations are reveling in the magnificence of technology too. Not only can we now attend religious institutions in an online, virtual world, or even partake in rituals, but religious groups are turning to social media, the internet and advertising in order to disseminate their messages, and recruit followers.

However, this phenomenon isn’t really a tactic that is uncommon these days. The Church of the Latter Day Saints, The Church of Scientology and Hillsong are excellent examples of religious institutions that have found their feet in the new age of technology. What seems fascinating, on the other hand, is an emerging trend that sees well-established brands and organization using religious iconography and leaders to sell their products. But why is this the case? What is it about these religious figures and icons that seem a successful marketing tactic for already recognizable brands?

United Colors of Benetton are renowned for their controversial advertisement campaigns. In particular, the advertisement below caused much controversy when it was released in 2011. And Apple used the Dalai Lama in an advertisement campaign more than ten years ago. Without getting into the nitty gritty details of these advertisements, it is clear that they are utilizing the familiarization of these images in order to create a fan base, loyalty and a campaign that is captivating and evoking.

Source:shambhalasun.com


I could spend pages and pages writing about campaigns such as these, however my thoughts today are simply about highlighting how both religious institutions utilized mass media and popular culture avenues of dissemination, and popular culture brands and ideas in turn use religion as a foundation for marketing and promotions. So which came first? It seems that both sides of this story benefit, even though there are still those who find it difficult to believe such diverse sanctions of life can fit so uniformly together. 

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