QUESTION
8 references at least.
Choose one of the following questions to respond to:
1. It has been argued that lifestyle media teach us how to ‘morally and aesthetically improve ourselves’ (Bell and Hollows, 2006: 4). Discuss in relation to examples of lifestyle media.
2. What is the relationship between religion, lifestyle, and consumer culture?
3. How do consumption and/or production shape leisure practices today?
4. How ethical is ‘ethical consumption’?
5. Whose business is dying? Examine the phenomenon of death today with reference to consumer culture, possessions, lifestyle media, religion, and/or the self.
6. Choose an example of lifestyle media (e.g. from television, the Internet, or print media) and write an essay based on either:
(a) An in-depth textual analysis of a particular example of this media, OR
(b) Audience research (e.g. interviews) on how people consume or use this media
SOLUTION
1. Abstract
There are countless factors pertaining to cultural organization, religious aspects, personality orientation, social environment, consumer mannerism, current demands that shape the essential rules to how a consumer culture is oriented in a given socio-economic culture. It comes as no surprise that the religious aspect largely affects the socio- cultural environments to which the consumers belong and project their independent lifestyle and behaviorism. The religious conventions considerably shape the key rules of consumerism and guide the users to purchase goods as per the rules and customs of their surrounding religion.
This paper tends to achieve a preliminary theoretical study of the relationships between religion, lifestyle and the correlative consumer culture.
2. Key words
Religion, lifestyle, consumer behavior, types of needs, consumer, culture.
3. Introduction
The relationship between religion, spirituality and contemporary consumer culture are directly proportional to the exemplar rise in the household expenditure on consumer goods in the recent times. It has further escalated with the easier access to consumer credence which generated modern economic and cultural deliverance which witnessed new consumption based scenarios related with everyday life all across the world.
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This consumerism has been associated with organized religions and contemporary social conditions within which religion and spirituality have been composed together with economic practices and mercantile products in the present modern consumer culture. The development of distinguishing religious aesthetiticism of consumption in the recent years which range from the marketing of contemporary religious music composition to innumerable other products and services affiliated with lifestyle, health and sustainability has invoked an academic perception in how religion , lifestyle and consumerism are closely connected.
Contemporary religious and lifestyle consumerism are a by product of the interim processes of production, distribution and consumption which in some contexts fit in understanding the religious and spiritual action- systems. The relationship between religion, lifestyle and consumer culture are well defined in the numerous settings like the Vastu consumerism in India, the Evangelical aesthetic culture in America, the Glastonbury culture in , the commercialized mainstream club in Britain and even the production and consumption in the Scandinavian Satanists.
The consumer culture with respect to religion and its associated lifestyle aims to achieve particular results for the participants. The products have characteristic and practical implications for the users in terms of their religious and spiritual effects such as good luck, fertility, healing, etc. The location of the consumer culture and the production of the religious goods is also a very significant factor in determining the relation between the religious consumerism associated lifestyle products. The participation of consumers depends upon the sites of production and their consumption is entirely based on the territorial consumer culture.
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The consumer culture related to religion and lifestyle plays an integral function in assisting the consumers maintain respective religious mainstream lifestyle cultures as well as in the configuration of contemporary sub-cultures and uber cool demonstrative lifestyles which often involves the utilization of certain sub-cultural religious products and amalgamating them with various cultural by- products from other regions depending upon the taste, disposable income and belief.
When we talk of the modern and post-modern consumerism, the significance of the internet is not lost on the religious and lifestyle products being sold on a global platform Featherstone (2009). The importance of the virtual space as a site for the distribution and consumption of religious, spiritual and lifestyle consumer goods can be interpreted as an evidence of their efficaciousness of their products and also the legitimacy of the roles of their producers.
4. Literature Review
The sociological behavior and attitude of mankind are to a large extent directly influenced by the religion based cultural aspects dominating their respective living environments. The religious ascendancy over the lifestyle of people and their consumer culture is based on the relative factors of people being atheists, agonists or believers. Rodero & Branas(2000) and Wilkes, Burnett & Howell(1986) have researched in the fields of correlations maintained in terms of religion, lifestyle and consumerism and have depicted how exactly religions influence the lifestyle and consumer culture in terms of a celestial market. They have explored the rate of consumption of religious and lifestyle products which are said to enhance the product utility in the religious practices.
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The risks of decision making while purchasing any lifestyle product is emphasized on the definition of the product and its association with the buyers religion which provides useful infrastructure for segregating the religious markets Delener (1990).He further reiterates that on an average, people spend 6.4 percent of their time pursuing personal hobbies, civic engagements and religious activities. The consumers even chose to use public facilities such as hospitals based on their religious affiliations and rank quality of doctors, their experience and general hygiene of the institutions as secondary Mokhlis (2009).
The influence of religion on consumerism is further acknowledged by the evolution of retail department stores McDaniel & Burnett (1990) patronizing their respective religious affiliation. It has been further investigated that the religious behaviorism and denominational affiliations influencing the consumer decision largely affect the negotiation processes involved in the production, distribution, supply and purchase of the products involved.
It is further argued that the impact of religion on the consumer behaviorism is now a profit making machinery directed towards maximum profit earning and the desire to increase profits further by inculcating more and advanced lifestyle products related to the pedagogy of religious anatomy and its revival Assadi (2003). The manufacturers are aiming at enhancing the spiritual guideline and the cultural framework through the impact of religious lifestyle consumer goods which are bringing a cultural and religious appraisal amongst the consumers.
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The consumer culture in terms of social behaviorism identified in products relating to school and education, clubs and social annexes, stores, marital services, relevant social issues such as abortion, pornography, teenage pregnancy, safe pre-marital sex, cohabitation, family issues, etc are all dealt under the direct consumerism strategy being undertaken by the religious consumerism culture. The correlation between the religious outfits, the lifestyle goods and the consumer trend, are all aimed at extending the symbolic and ritual consumer behavior towards a better living standard and structure.
Consumer culture in terms of religion and lifestyle sets a standard for consumer behavior ranging from the consumer’s eating habits to sleeping habits and beyond, by inculcating a ritualistic approach in his daily habits. Religion, lifestyle and consumerism together perform together a spiritualistic belief binding structure to a consumer’s personality through a system of faith and worship Leeb (1993).
5. Religion, Lifestyle and Consumerism – Analysis
The theories relating to the relationship between consumerism, lifestyle and religion are based on the cultural industries and their related commodity fetishism and also the rationalization based on the direction of goods produced for consumption and procedural cultural change Kasser & Kanner (2004). These theorized social and cultural aspects of consumer culture emanates from the important theoretical analysis of the experiences generated over a period of time spanning generations. The development of new markets worldwide and the further extension of consumer culture and its associated lifestyle, emphasizes on the youth and their concerning sociological and cultural demands Featherstone & Hepworth (1982) and are often represented as an expression of self-identity in contemporary consumer culture.
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The correlation between the various aspects of religion and lifestyle on the consumer culture is a huge establishment of the socio-economic circumstantial occurrence portraying the human self-image and the association of the post modern consumerism with the modern socio-cultural personalization of consumer products.
Today, consumer brands have established themselves as manufacturers of commodities that involve the consumers in all kinds of cultural and self- expressive behaviorism. The consumer brands now focus around the relationship with the consumers and rely heavily on their ability to manufacture products which suit the aesthetic demands of the established as well as potential consumers.
The consumer culture related with the religious and lifestyle products are extremely susceptible to word-of –mouth appreciation as well as a reputation built on the quality and long-term association with the product by the consumers Berkman, Jay & Joseph (1986). The product are based on the personality, aesthetic preferences, desired outlook and spiritual enhancement desired by the consumers and aim at providing maximum celestial and aesthetic experience to the consumers.
The increasing association of contemporary consumer culture with religion and lifestyle is predominantly centered on the international cultures with the spread of globalization. People are able to differentiate the consumer products and identify their requirements due to the homogenization of the numerous religious and cultural consumer identities amalgamated into a single consumable global culture, which has evolved global identities of consumer products and their expressions.
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A lot depends on the brandization of commodities as well since all products being manufactured are targeting the personality, style, attitude, aesthetic values, etc of the consumers who are socially aware of the consumer market and the various competitive products of the same genre. Hence, the manufacturers keep in mind the evolving nature of the consumers who are always on the look out for better deals in the market and their act of consumption influences the new trends and separate the products from the other insignificant ones present in the market.
6. Critical Analysis
The interrelation between religions, lifestyle capitalism and consumer culture depends upon the consumption perspective of the cultural development around which the commodities are generated, manipulated and controlled. This socio-commercial phenomenon focuses on the distinction and reinforcement of social relationships and aesthetic pleasures derived out of the consumer culture imagery Bonefield (1974).
The aesthetic disposition of the esoteric knowledge of consumers in terms of consumer culture related with mannerism, taste, knowledge, lifestyle and religious practices define the ‘ cultural capital’ they are willing to invest in the process of consumerism. This particular aesthetic disposition sublimates, refines and distinguishes pleasures which accelerate practical consumption into urgent demands (Bourdieu, 1984).
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The cultural capital is a strong symbolic marker of the religious disposition of a consumer market and further shape the religious and cultural imagination and amalgamates the structural and practical capacity for creative thinking and freedom. Furthermore, the rapidly advancing lifestyle and religious consumerism project the traditional religious practices on a global forum and spread the context of their meaning and utilization on broader platforms subjecting more consumers to new habits, reception and acknowledgement of potential social, theological and ethical consumer behaviorism.
7. Conclusion
There are thousands of different religions being practiced around the world, over three-quarters of the world population belong to one of six major religions: Buddhism, Christianity, Confucianism, Hinduism, Islam, and Judaism.
In the present times, religion is not about one’s faith; it is the motivating force behind all secular and urban interest driven socio- politico-economic stature. It is a global phenomenon which drives plethora of minds and actions and guides in influencing public opinion on a wide range of issues ranging from social upliftment to economic overtures.
The permanence and persistence of religion on the lifestyle statements of consumers in the society is undeniable. The rapidly evolving and advancing consumer culture all the more helps in spreading the renewed interest in religion all across he globe due to which there is a transformation of religions across borders thereby rationalizing the adoption of various consumer cultures in terms of religious and lifestyle amalgamations.
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Therefore consumer culture can be summed up as the system of constant collaboration of the consumer beliefs, shared values, practiced customs, behaviors, instructed symbols and artifacts which constitute a large part of the religious practices all over the world and the lifestyles environment of the consumers forming the structural base of any consumer culture.
8. References
Assadi, D.(2003) Do Religions Influence Customer Behavior? Confronting Religious Rules and Marketing Concepts. CEREN- Department Marketing Vente- Groupe Esc Dijon Bourgogne.
Berkman, H. W., Jay, D. L. M. & Joseph, S. (1986) Consumer Behavior.
Bonfield E.H., (1974) Attitude, Social Influence, Personal Norm, and Intention Interactions as Related to Brand Purchase Behavior. Journal of Marketing Research (JMR).Vol. 11, Issue 4
Delener, N. (1990) The effects of religious factors on perceived risk in durable goods purchase decision. Journal of Consumer Marketing, 5, 167-178.
Featherstone, M. (2007) Consumer Culture and Post-Modernism. Sage Publication.
Featherstone, M. & Hepworth. (1982) Ageing and inequality: Consumer Culture and the Redefinition of Middle Age. In: 1981 British Sociological Association Conference
Kasser, T. & Kanner, A.D. (2004) The struggle for a Good Life in a Materialistic World. American Psychological Association. Vol. 8. Issue. 16.
Leeb, S. S. (1993) Religious affiliation and consumer behavior. Journal of Healthcare Marketing. Vol. 13. Issue 4
Mc Daniel, S.W. & Burnett, J.J. (1990). Consumer religiosity and retail store evaluative criteria. Journal of the Academy of Marketing Science, 18, 101-112.
Mokhlis, S.2009. Relevancy and Measurement of Religiosity in Consumer Behavior Research. International Business Research. Vol. 2. No.3.
Rodero. & Branas, P.G. (2000) Church attendance in Spain (1930-1992): Gender differences and secularization. Institute of Advance Social Studies of Andalusia.
Wilkes, R.E., Burnett, J.J. & Howell, R.D. (1986) On the meaning and measurement of religiosity in consumer research. Journal of the Academy of Marketing Science, 14, 47-56.
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