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Sai Dyuthi

The Complex Terrain of Religious Commercialisation

Religion, a deeply personal and sacred aspect of human life, serves as a guiding light, a community, and a sense of purpose for many. But what happens when this path to divinity becomes a marketplace?


It is a known fact that religious institutions have a steady flow of income, from schools, universities, health care institutions, corporate firms, and other worship centres. Any random grocery store can testify to the same, given that most of them sell something related to spirituality, such as incense sticks, Bibles, camphor, etc. 


Organised religion is the monetisation of the path to divinity. In recent years, there has been an alarming increase concerning the trend of commercialisation and commodification of religion, where religious institutions have at a high pace intertwined with profit motives and commercial interests. This phenomenon is evident across major faiths, such as Christianity, Hinduism and Islam, which pose a significant challenge to the integrity and the core values of these religions.


The commercialisation of religion is not a new concept, historically religious institutions have engaged in economic activities to sustain themselves. Institutions such as Churches, Temples and Mosques have been centres of both spiritual and financial life for a long time, often supported and aided by donations, endowments, etc. These practices have significantly evolved in the modern era, influenced by globalisation, technological advancements and changing social norms. As the lines between spirituality and commerce continue to blur, one must ask: what does this mean for the future of our faiths?


India Today, 2020

 

The Commodification of Faith leading to dilution of authenticity


The commodification of faith, where religious beliefs and practices are transformed into marketable products, profoundly undermines the sacred and transformative essence of religion, reducing it to a mere consumer good. This phenomenon is particularly evident in major world religions such as Christianity, Hinduism, and Islam, where commercialisation is increasingly pervasive.


In Christianity, the proliferation of "megachurches" and the rise of televangelism illustrate this trend. Religious services, once deeply personal and spiritual experiences, are now often broadcasted with a focus on entertainment and profit.[1] The sale of religious paraphernalia, books, and music further shifts the emphasis from spiritual growth to financial gain. This commercialisation risks alienating genuine seekers and reduces the profound teachings of Christ to superficial slogans and merchandise.


Hinduism, too, faces similar challenges. Pilgrimage sites and temples, traditionally centres of spiritual pilgrimage, are increasingly commercialised. Festivals like Diwali have seen a shift from their religious significance to commercial spectacles. The sale of  Spiritual Merchandise, such as religious artefacts, idols, books etc is another significant avenue for monetisation in Hinduism, items such as Rudrakshans, Tulsi, pooja items etc are now sold both online and offline. With e-commerce platforms tapping into the same, to cater to the global Hindu diaspora, the aspect of which is commendable, but the same act can be seen as lessening the quality and the importance of such spiritual merchandise, deeming the faith merely as a place of earning. With this, the construction of lavish temples and the proliferation of religious tourism have become lucrative industries, at the expense of the essence of the religion. Wealthy citizens, devotees and corporations sponsor the building of grand and lavish temples at the expense of the poor public around such temples. These are then promoted as tourist attractions, but they do very little to foster genuine religious devotion.[2]


London School of Economics and Political Science, 2017

 

In Islam, the commercialisation of faith is evident in the booming market for religious tourism, particularly around the Hajj pilgrimage. While the pilgrimage is a fundamental religious duty, the associated commercialisation from luxury Hajj packages to the sale of religious souvenirs turns a profound spiritual journey into a lucrative business.[3] This commodification can detract from the spiritual significance of the pilgrimage, focusing instead on materialistic aspects.


In all these cases, the sacred essence of faith is compromised as religious practices and beliefs are commodified. This shift not only diminishes the transformative power of these religions but also risks alienating adherents who seek genuine spiritual fulfilment. The reduction of faith to a consumer good undermines the very foundation of religious experience, which is meant to transcend material concerns and foster deep, spiritual connections.


CABI Digital Library,2024



Exclusion and Marginalisation: The Socioeconomic Divide


In the race to reach the heavens, it seems we’ve brought the marketplace along for the ride. The commercialisation of religion can create a significant divide between those who can afford the associated products and services and those who cannot, leading to the exclusion of lower-income individuals from fully participating in the religious community and accessing its resources.


The rise of megachurches and the commercialisation of religious services often come with substantial financial expectations, in Christianity. Members may be encouraged to contribute large donations or purchase expensive religious merchandise to fully participate in church activities. This can marginalise lower-income individuals who are unable to afford such expenses, creating an environment where financial status becomes a barrier to spiritual inclusion. The essence of Christian teachings, which emphasise compassion and inclusivity, is compromised when financial ability dictates one’s level of participation.[4]


Hinduism faces similar issues, particularly with the commercialisation of religious festivals and temple activities. The costs associated with participating in major festivals or visiting pilgrimage sites can be prohibitive for lower-income families. The commercialisation of rituals and the expectation of donations for temple services can further push away those who cannot afford to contribute. This financial barrier undermines the inclusive nature of Hinduism, where spiritual growth should be accessible to all, regardless of economic status.


In Islam, the commercialisation of religious practices is evident in the market for Hajj and Umrah packages. The rising costs of these pilgrimages can exclude lower-income Muslims from fulfilling their religious duties. Additionally, the commercialisation of religious education and the sale of Islamic books and media can create a divide between those who can afford these resources and those who cannot. This economic disparity can lead to the marginalisation of poorer Muslims, limiting their access to religious knowledge and community participation.


In all these religions, the commercialisation of faith risks creating a socioeconomic divide that contradicts the core principles of inclusivity and equality. The exclusion of lower-income individuals from fully participating in religious practices and accessing resources not only marginalises them but also diminishes the collective spiritual experience. Religion, which should unite and uplift all adherents, regardless of their financial status, is compromised when commercial interests create barriers to participation and inclusion.[5] As the lines between the sacred and the sellable continue to blur, it’s high time we ask ourselves: Are we shopping for salvation?

 


The Positive Aspects: Accessibility, Fundraising, and Tradition Preservation


The commercialisation of religion, often criticised for its negative impacts, also brings notable benefits.


Accessibility: The commercialisation of religion has made religious products and services more widely available to the general public. From religious-themed apparel and home decor to digital resources and media, these offerings provide a convenient way for individuals to incorporate their faith into their daily lives. In Christianity, for example, the availability of religious books, music, and online sermons allows believers to engage with their faith outside traditional church settings. Similarly, in Hinduism, the sale of devotional items and access to online spiritual content enables followers to practise their faith at home. In Islam, digital platforms offering Quranic recitations and religious lectures have made it easier for Muslims to stay connected with their faith regardless of their location.


Fundraising Opportunities: The sale of religious merchandise and services generates revenue for temples, ashrams, and other religious organisations. This funding supports various charitable initiatives, outreach programs, and the maintenance of religious institutions.


Preservation of Traditions: Commercialisation can help preserve and promote traditional practices and beliefs. By making religious products and media more visible and accessible, it encourages younger generations to engage with and maintain their cultural heritage.


Conclusion


The commercialisation of religion is a complicated issue that presents both challenges and opportunities. It is true that commercialisation has made religious activities more accessible, opened up crucial avenues for fundraising, and helped keep traditions alive. Still, it also runs the cost of undermining their validity and widening socioeconomic gaps among religious communities.


Religious institutions must find a balance to preserve the sacred essence of religion and ensure inclusivity. They must harness the benefits of commercialisation to support their communities and sustain their traditions while remaining vigilant against the potential for commercialisation to undermine the core values and transformative power of faith. By maintaining this balance, religious institutions can continue to provide guidance, community, and a sense of purpose to all adherents, regardless of their economic status.


Article by: 

Sai Dyuthi 

Editor

PES MUN Society


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