This is an area that I started looking at as part of my PhD and that has continued to fascinate me. I co-wrote an article on this subject in 2011, the chapter was entitled Living in a Material World: Religious Commodification and Resistance
Abstract:
This chapter will explore the impact of immigration on the relationship between religion and consumer culture in Britain. It will focus particularly on the ways in which globalisation and commodification have accelerated the consumption of ‘ethnic’ goods, be they cultural or religious. Whilst for some there are no limits where commodification is concerned, for others there is a clear boundary that cannot be traversed. Religious commodification is an arena in which there is an increasing interest, especially as religious symbols and artefacts are being appropriated by both adherents and non-adherents in an attempt to capitalise on a growing market. As developments in this field are very recent, this chapter will draw on examples cited on the internet.
Fast forward to 2024 – what has changed?
I can’t but help notice when new products arrive on our shelves – here are some recent ones and the question that always comes to mind ‘…is this a celebration of culture or an opportunity to monetise culture?’ You can make up your own mind on this with some of these:
Subway
Mr Men books for Diwali and Eid
