The Ritualization of Consumer Capitalism: Catherine Bell's Ritual Theory, Ritual Practice in the Age of Starbucks

  • George Gonzalez
  • Implicit Religion, February 2015, Equinox Publishing
  • DOI: 10.1558/imre.v18i1.21761

What is it about?

This paper argues that neoliberal Capitalism is increasingly interested in formally employing ritual in its form of governance. It argues, too, that the ways in which scholars of religion understand ritual and the ways in which advertising understands branding are conceptually related. The paper urges scholars of religion to explore this relationship of mutual entailment in an effort to achieve new kinds of critical distance.

Why is it important?

The paper details a method for historicizing and materializing the study of religion in the wake of the 'linguistic turn'.


Dr George Gonzalez
Monmouth University

I work in religion, philosophy, social science and culture with a focus on the ways in which critical theory and ethnographic approaches can provide new orientations for social analysis, ethics and interdisciplinary conversation. I am trained in qualitative ethnographic methodology and philosophical anthropology. I have special interests in the work ethnography can do at the intersections of religion, science and global capitalism. I earned B.A. and M.A.R. degrees from Yale University and a doctorate in Religion and Society from Harvard University. I am Assistant Professor of Philosophy, Religion and Interdisciplinary Studies at Monmouth University in West Long Branch, NJ.

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