Selling Spirituality: The Silent Takeover of Religion

by Jeremy Carrette, Richard E. King

From Feng Shui to holistic medicine, from aromatherapy candles to yoga weekends, spirituality is big business. It promises to soothe away the angst of modern living and to offer an antidote to shallow materialism. Selling Spirituality is a short, sharp, attack on this fallacy. It shows how spirituality has in fact become a powerful commodity in the global marketplace - a cultural addiction that reflects orthodox politics, curbs self-expression and colonizes Eastern beliefs.
Exposing how spirituality has today come to embody the privatization of religion in the modern West, Jeremy Carrette and Richard King reveal the people and brands who profit from this corporate hijack, and explore how spirituality can be reclaimed as a means of resistance to capitalism and its deceptions.

Genres: Nonfiction, Religion, Sociology, Politics, Spirituality, Education, College

194 pages, Paperback

First published January 1, 2004

Reviews

[Mel · Rating 3 out of 5]

The "grumpy" response to what the authors see as a problematic rainbows & unicorns (marketplace-driven, individualist) spirituality. Strengths: Identifies actual things happening in consumer-driven capitalist culture (how would one step out of Western consumer culture?) and makes a convincing case for how the "psychologization" of society contributes to this. Weaknesses: Doesn't focus on everyday people "doing" spirituality (agency of individuals), does focus a lot on "the man behind the curtain." Uses the word "mind-control" a lot.

[Caleb Roberts · Rating 3 out of 5]

By commodifying spirituality, neoliberalism is cutting out the religious middleman when it comes to purveying the opium of the people. So the argument goes here. The authors trace a clear trajectory from the initial privatization/psychologization of religion in modernity to the appropriation of spirituality as a form of covert social control to produce flexible and compliant consumer subjects.

"In effect, the territorial takeover of religion by psychology (individualisation) is the platform for the takeover of spirituality by capitalism (corporatisation)." (79)

Given that the subject is spirituality in general, the authors spend a lot of time on the recent import of eastern spiritualities, conveniently secularized and individualized for an affluent Western market. Which was interesting, but I personally (and obviously) wanted more exploration of how Christianity has been been colonized and appropriated, and indeed, how it has aided and abetted its own appropriation.

I also liked the conclusion where the authors propose that "what we need at this moment are new 'atheisms' that reject the God of money" (179), for "in a context where 'the Market' has become the new God of our times, the emergence of socially oriented forms of 'spirituality', critically engaging with the wisdom of the world's 'religious' traditions, may yet have a key role to play in providing the means for resisting unrestrained consumerism and the commodification of life itself." (176-177).

[Claire O'Connor · Rating 2 out of 5]

A Protestant-style staunch response to people doing wtf they want. The whole premise of the book is based on the commodification of religion and spirituality. For me it fails to consider that money has always been involved in religion.

[Ihor Kolesnyk · Rating 3 out of 5]

Усі сучасні "друзі Маркса" далі гнуть свою лінію про капіталізм як причину усіх проблем людства. Неолібералізм - зло. Нью Ейдж - зло. Зазвичай вони ще й ламаються на темі України або інших країн, які входять у зону інтересів РФ - чи не дивно це?

Щодо цієї книги, то тут головною темою є "духовність" у її неоліберальному, корпоративному, комерційному значеннях. Тобто як просто ще один феномен, який поєднує багатьох шахраїв від бізнесу у темі "духовні атрибути та цінності". Звісно від цього треба врятувати. А ще від Бога Капіталу, який прийшов на заміну Богу звичайному. Спершу мене ця книга навіть зачепила за живе, бо дуже багато гарних фраз, закликів та критики. Однак згодом я побачив, що це далі той "Маркс", фактичну біографію якого ігнорують, створюють ідол "кращим традиціях комунізму, який не здійснився, але ми його знову тойво", а потім винним стає знову неолібералізм та вільний ринок. Звісно ці пацани хочуть взяти і навести порядок, замінити попередній на новішу версію антиглобалістського марксизму чи постмарксизму. І знову забути про те, що саме наробив марксизм, ліва ідеологія, революційні настрої у Центрально-Східній Європі. Що наробили маркстити різних мастей у Азії, розстрілюючи купу людей просто за класову приналежність.

Я так думаю.. комунізм і деякі форми марксизму давно пора заборонити на міжнародному рівні і засудити за ті злочини, які було зроблено під прапорами. Давно пора це зробити і в тих країнах, де далі мастурбують на Маркса або дотичних до нього новіших персонажів.

А із шахраями, які і в релігійній, і в політичній сферах займаються зароблянням грошей на наївних і працьовитих громадянах, слід чинити по закону - зловили, зібрали докази, посадили. Остаточне рішення богові капіталу може пропонувати тільки потенційно тоталітарна ідеологія.

[Richard Thompson · Rating 4 out of 5]

Carrette is a Foucault scholar so it isn’t surprising that the text is pretty dense. Still an interesting read. The main thesis is that as, through the development of psychology as a “science” and the popularization of (bits of) Eastern wisdom traditions in the West, self / self-worth / self-fulfillment / self –esteem / self-etc.etc. have become the major underpinning of “spirituality’. In the process earlier “religious” thoughts about social justice, relationships to others, the roots of poverty, connection to and responsibility for a larger community have been pushed into the background. This new “selfish spirituality” has in the last couple of decades been recognized as a potential cash cow by the neo-liberals, the ultimate me-first-and-the-common-good-be-damned gurus, who have been colonizing “spirituality” to line their own pockets. I was happy to see some of my unfavorite spiritual capitalist like Deepak Chopra singled out for particular mention.
Interlibrary loan from Royal Roads College.

[Ash Nesbitt · Rating 4 out of 5]

One of the coolest books I’ve read on contemporary spirituality. This book made it astoundingly clear that spirituality is deliberately grounded in an individualist neoliberal capitalist network, which is as illuminating as it is depressing.

I was raised an atheist but have found comfort over the years in a spiritually-inclined agnosticism. While reading the book I found myself confronted by the individualistic tendencies that “my own” spirituality has produced. My own beliefs, if you will, are clearly encouraged by a dystopian, “everyone for themselves” sort of attitude— and this was a huge pill to swallow. Overall though I couldn’t have read this as a better time: right at the crux of my religious studies degree where I am finding inspiration for my final research project. This book will absolutely be instrumental in whatever topic I cook up.

Minus one star because it’s overwhelmingly critical. Usually I like authors to be at least a little solution-oriented when identifying major issues with social trends. It really only became hopeful in the last few pages. Oh well.

[Romy · Rating 3 out of 5]

3.5 stars

So... capitalism is the new God of our time? Book number 2 on my list and it was framed quite negatively. It does offer a lot of food for thought and its critique on spirituality is very useful for my research idea, so I am glad I read it. Let's investigate whether their negative outlook on spirituality is warranted for.

[Simon · Rating 4 out of 5]

A useful book for those with a nagging doubt as to the validity of current trends for all things "spiritual". Anyone with already a sceptical outlook on this matter and of consumerist society in general will find nothing really surprising here. The main problem I had with this book is the authors constant hammering on of their point sometimes several times per page.The view that psychology/psychotherapy is in service of global industry to provide models for ideal passive consumers is an appealing novelty. No real solutions were put forward in their plea to take back the spiritual high ground from the capitalist economy though. Any militant mystics out there?

[Steve Wiggins · Rating 5 out of 5]

A great book! Shows how the focus shifting to "spirituality" helps empower movements on the political right. See more at: Sects and Violence in the Ancient World.

[Jules Levy · Rating 5 out of 5]

Really helpful overview of the commodification of spiritual ideas.

[Tim Lind · Rating 1 out of 5]

Has some good points, but is in general dull and pessimistic

[Drew Tschirki · Rating 3 out of 5]

An interesting read on consumer-driven, corporate, individualized “spirituality.”

“… the traditional distinction between (living) human and (inanimate) commodity begins to blur, and some humans become means rather than ends in themselves. Such is the new regime of thought-control in the modern neoliberal state. These subtle changes in language reflect underlying shifts in value-systems. They also demonstrate how ideas such as ‘spirituality’ can become instruments of a socio-political ideology that sees ‘knowledge’ as ‘capital’ and human beings as resources.” 166-7

Basically, what we see with the growth of people claiming that they are “spiritual, not religious” is a self-centered view of spirituality in which the tools of religion are used for the purposes of refining the self and achieving enlightenment (often tied to financial success). And this attitude is precisely what neoliberal corporations want. They want you to become a motivated cog in the machine, to become a “human resource,” and as such, provide the ‘spirituality’ of capital as a guiding principle.

Chapter three was particularly interesting to me as it touched on the “exotic” or “mystical” Eastern religions such as Buddhism and Hinduism and Taoism in the sense that they are easily co-opted into the neoliberal system of worshiping capital. Go to any bookstore and you will find books on how to cultivate some sort of spiritual enlightenment and apply those principles to business, entrepreneurship, managing, and so on. This cheapening bastardization of great religious traditions removes much of the tradition while utilizing its terminology in a way so as to promote the cultivation of the self. These traditions, however, are not about the cultivation of the self and in Buddhism’s case is about compassionately ending suffering of all others. As the authors point out, however, the neoliberal corporate system, exploiting people and resources (not distinguishing between the two) is the cause of much suffering. Definitions change and these new ‘spiritualities’ cannot be rejected, no matter how ‘profane’ we may deem them to be.

The authors end by suggesting different ideas for fighting against the re-evaluation of corporate spirituality in a Foucaldian sense. Power cannot be one-sided and oppressive but rather like Judo, giving and taking, and so far, the “giving” of corporate spirituality has had no lasting counter influence.

[John · Rating 4 out of 5]

Though the book is almost twenty years old, it is still as relevant today as it was when it was written. One of the chief concerns for my religious and spiritual life is outside influences in a cultural context. The capitalistic culture in America has a very strong and prominent influence on American Christianity, as well as the New Age movement and the introduction to Easter Religious life. Carrette and King are powerfully insightful about the ways we are addicted to commodities and the use of media to promote a capitalist notion of religion. I would like to see an updated version of this book come out. Once again, there are some areas where I do wonder what is acceptable and if the notion of religion within the capitalistic context can be helpful at moments. What would that look like? I don't think religion should become a commodity, but there are other areas in which consumerism and capitalistic systems may offer some interesting insights into the notion of spirituality.

[Joshua Glucksman · Rating 4 out of 5]

This one was on the money. 180 page lazer beam. "By ‘cornering the market’ on spirituality, such trends actually limit the socially transformative dimensions of the religious perspectives that they draw upon by locating ‘the spiritual’ firmly within a privatised and conformist space. Sadly, not only have the primary exponents of ‘the spiritual’ generally failed to address this issue, but academic commentators upon these new forms of spirituality, even when noticing such trends, have generally preferred the language of so-called ‘neutral description’ rather than that of cultural critique. Most have emphasised the 1960s and 1970s context, and ignored the spread of market ideology within culture in the 1980s and 1990s. What we have seen emerge in the last few decades of the twentieth century has been a form of ‘New Age Capitalism’ (Lau, 2000) and it offers a fundamental challenge to our global cultural heritage that it is in the process of Colonising. Carrette and king, 6"

[David Bjorlin · Rating 4 out of 5]

A really important book on the way neoliberalism is commodifying/corporatizing and individualizing our spiritualities. The writing was occasionally less than clear (lots of repetition)--could have used a good editor.

[Lori · Rating 3 out of 5]

GAWD this was a dense book! The message was interesting but it could have been summed up in a lot less words. Repetition was key here... I think "thought control" was on every other page.

[Tristan Williams · Rating 1 out of 5]

I debated awhile on whether this should be two stars or one. The case for two is that this book does represent a major shift in thinking about where we are at with spirituality. It is the sort of de facto book on the concerns of the concurrent commodification and cafeteria style choosing of religion, and one must not take for granted that many aren't even aware what this whole "spirituality" thing is, let alone the interactions it is having with capitalism and the results thereof.

But yet, I still chose one star. Why, you ask? For the great basic idea that this book started on, the writing was absolutely horrendous. This could have honestly been a 30/40 page short book that was painfully extended 182 pages. This book felt like a hellfire and brimstone lecture turned in to a writing style, where it wasn't data or convincing arguments that seek to bring you to the light, but rather a constant, and overly forceful, reminder of the badness of the other side in the same negative and academic-seeming words, over and over again. It really was a painful read, and I would highly recommend a summary instead of putting yourself through the torture that is this book.