Rational Choice in Religious Advertising: American Religions Adapt to the Spiritual Marketplace.
Content analysis of television advertising by national religious denominations suggests these institutions have accepted a rational-choice view of their place in American religious pluralism. Their ads employ more generic imagery than religious symbols and emphasize religions' ability to meet psycho...
| Publicado en: | Journal of Communication & Religion Vol. 38; no. 4; pp. 15 - 36 |
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| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Religious Communication Association
Winter2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | Content analysis of television advertising by national religious denominations suggests these institutions have accepted a rational-choice view of their place in American religious pluralism. Their ads employ more generic imagery than religious symbols and emphasize religions' ability to meet psychological and social needs more than traditional benefits of religious participation. Presenting a religion as a provider of more than explicitly religious benefits is consistent with active competition for practitioners desiring the best cost-benefit ratio from their religious choice. |
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