Consumerism is not a religion: aiming for the trivial at the shopping mall

Abstract

ABSTRACT This theoretical and exploratory article analyzes and critically examines the recurrent argument that equates consumption with religious practice. According to an argument offered mainly by theologians, consumerism is a form of ‘ersatz’ religion, thus serving as a competitor to the Church. As a starting-point for the exposition of this argument, this article examines the shopping mall as a sacred space by highlighting the theoretical work of Mircea Eliade and by arguing that consumerism is the religion practiced at the shopping mall. Although theologians have good reason to understand the shopping mall as a sacred space and consumerism as a religion, this article challenges their assertion through a reading mainly of the work by William Cavanaugh who argues that consumerism does not facilitate the pursuit of a telos. As this is a prerequisite for a religion to be considered as such, this article argues that consumerism should not be regarded as a religion and that the shopping mall should therefore not be considered as a sacred space. Finally, the consumerism of contemporary movements that are operating in the ‘spiritual marketplace’ is discussed. In particular, the article argues that too much focus on these movements risks obscuring the way other religions embrace consumerist logic.