A response and reflection on Bowman

Bowman's article does not incite me to rage or shock me. It simply provides an understanding of how the economy and consumption work in regards to religion. She suggests that this is a process that has the potential to challenge "existing organizational and commercial theories and practices" (Bowman, 2012, p21). This assertion is preempted by and linked to a quote by Redden that "much New Age commerce is value-driven" (Bowman, 2012, p20), purposeful and marketed to varying degrees (Bowman, 2012, p19).

The differing degree to which marketing is a force and marker of religious activity is noted by Bowman (2012, p13-19). This dynamic between religion and consumption is marked by:
-specialist services, that are often clustered around a religious or spiritual site
-functional services, such as food and beverage
-the sacralization of commercial transactions
-purchases becoming channels of experience when taken home

These religious, yet commercial, activities are cyclic, and culture influencing (Bowman, 2012, p13). It is clear that Bowman is attempting to link commercial and religious activities. She notes the effect, outcomes and dynamics of these two areas in a succinct and clear manner that does not undermine or diminish the power of the commercial or the power and influence of the religious and spiritual.

In reflection these commercial and religio-spiritual dynamics appear to be a positive and productive phenomena. However, like any dynamic, these two arenas can sometimes be interwoven to such a degree that the issuing reason for this dynamic is lost. The outcomes clearly are negative. I suggest this because the corruption of business and motivation clearly have a negative impact on belief and practice. How does business and belief make sure they continue to work in harmony? How does a religious business person make sure they do not loose belief in attempts to gain financially? And are the corruption of these two dynamics noticeable to the buyer and to provider?

There really is a vast array of issues that would surround the religious and business person.. but perhaps these dynamics would be of great benefit to their business.


Bowman, M. (2012) 'Understanding Glastonbury as a site of consumption' in Religion Media and Culture: a reader. Lynch, G. and Mitchell, J. (eds). Routledge. Oxon