religious market theory

• The main advocates of religious market theory (also called r____ c____ theory) are S____ and B____ (1986).

• They are very critical of secularisation theory, which they see as Eurocentric -what does this mean?

• In their view, it also puts forward a d____ view of the past and future. Stark and Bainbridge argue that there was no 'g____ a____' of religion in the past, as they claim s____ theory implies, nor is it realistic to p____ a future e___-r___ for religion when everyone will be an a___.

Instead, Stark and Bainbridge propose religious market theory. This theory is based on two assumptions.

• People are n___ religious and religion meets h____ needs. Therefore the overall demand for religion remains c____, even though the demand for particular types of religion may v___.

• It is human nature to do what?
  When people make c____, they weigh up the c____ and benefits of the different o___ available. (like Pascal’s Wager, what does this argue?).

• The main advocates of religious market theory (also called rational choice theory) are Stark and Bainbridge (1986).

• They are very critical of secularisation theory, which they see as Eurocentric - it focuses on the decline of religion in Europe and fails to explain its continuing vitality in America and elsewhere.

• In their view, it also puts forward a distorted view of the past and future. Stark and Bainbridge argue that there was no 'golden age' of religion in the past, as they claim secularisation theory implies, nor is it realistic to predict a future end-point for religion when everyone will be an atheist.

Instead, Stark and Bainbridge propose religious market theory. This theory is based on two assumptions.

• People are naturally religious and religion meets human needs. Therefore the overall demand for religion remains constant, even though the demand for particular types of religion may vary.

• It is human nature to seek rewards and avoid costs.
  When people make choices, they weigh up the costs and benefits of the different options available. (like Pascal’s Wager, which argues it is safer to believe in God because the potential rewards (eternal life) outweigh the possible costs if God exists).

Compensators

• According to Stark and Bainbridge, religion is attractive because it provides us with compensators - what does this mean?

• what is an example of a compensator?

• Non-religious ideologies such as humanism and communism do not provide credible compensators - why?

Compensators

• According to Stark and Bainbridge, religion is attractive because it provides us with compensators - when real rewards are scarce or unobtainable, religion compensates by promising supernatural ones.

• For example, immortality is unobtainable, but religion compensates by promising life after death. Only religion can provide such compensators.

• Non-religious ideologies such as humanism and communism do not provide credible compensators because they do not promise supernatural rewards.

Compensators

The cycle of renewal

• As an alternative to secularisation theory, which sees a o____-w____ process of c____ decline, S____ and B____ put forward the concept of a c___ of r___ decline, r___ and r_____.

• They describe a perpetual cycle throughout history, with some religions d____ and others g____ and attracting n___ m____.

• For example, when established churches decline, they leave a g____ in the m____ for s___ and c____ to attract new followers. From this point of view, secularisation theory is one-sided: - how?

Compensators

The cycle of renewal

• As an alternative to secularisation theory, which sees a one-way process of continuous decline, Stark and Bainbridge put forward the concept of a cycle of religious decline, revival and renewal.

• They describe a perpetual cycle throughout history, with some religions declining and others growing and attracting new members.

• For example, when established churches decline, they leave a gap in the market for sects and cults to attract new followers. From this point of view, secularisation theory is one-sided: it sees the decline, but ignores the growth of new religions and religious revivals.

Compensators

Religious competition

• According to Stark and Bainbridge, churches operate like c____ selling g____ in a m___.

• Where secularisation theory sees competition between different religious organisations as u_____ religion, religious market theorists take the o_____ view.

• They argue that competition leads to i___ in the quality of the religious goods' on offer.

• which churches succeed by making their product attractive ?

• which churches decline?

Compensators

Religious competition

• According to Stark and Bainbridge, churches operate like companies selling goods in a market.

• Where secularisation theory sees competition between different religious organisations as undermining religion, religious market theorists take the opposite view.

• They argue that competition leads to improvements in the quality of the religious goods' on offer.

• The churches that make their product attractive will succeed in attracting more 'customers'. e.g ( Making services more engaging Using modern music, bands, and technology instead of traditional hymns, more lively worship - Example: Pentecostalism

• Meanwhile churches that are not responsive to the needs of their members will decline. (e,g repetitive old services)

America vs. Europe

• The demand for religion increases when? and why?

• By contrast, where there is a religious monopoly - what does this mean? - it leads to d___. This is because without c____, a church has no i_____ to provide people with what they want.

• S____ and B____ believe that religion thrives in the USA why?

• This has encouraged the growth of a h____ r___ market where religions g___ or d___ according to consumer d___

• The situation in Europe is entirely different. how?

Supply not demand

• Stark and Bainbridge conclude that the main factor influencing the level of religious participation is not the d____ for religion, as secularisation theory suggests, but the s___.

• Participation increases when there is an a____ s___ of religious groups to choose from, but declines when s___ is r___.

• Also based on their comparison of America and Europe, Stark and Bainbridge argue that the decline of religion is not a u____ trend happening in all societies, as some versions of s___ theory suggest.

America vs. Europe

• The demand for religion increases when there are different sorts to choose from, because consumers can find one that meets their needs. ( so actually having bare versions of religion is good and doesn’t weaken it)

• By contrast, where there is a religious monopoly - one church with no competition - it leads to decline. This is because without competition, a church has no incentive to provide people with what they want.

• Stark and Bainbridge believe that religion thrives in the USA because there has never been a religious monopoly (one simple religion). - The Constitution guarantees freedom of religion and the separation of church and state, means there has always been a great variety of denominations to choose from.

• This has encouraged the growth of a healthy religious market where religions grow or decline according to consumer demand.

• The situation in Europe is entirely different. Most European countries have been dominated by an official state church which had a religious monopoly, such as the Church of England. Competition has been held back and the lack of choice has led to decline.

Supply not demand

• Stark and Bainbridge conclude that the main factor influencing the level of religious participation is not the demand for religion, as secularisation theory suggests, but the supply.

• Participation increases when there is an ample supply of religious groups to choose from, but declines when supply is restricted.

• Also based on their comparison of America and Europe, Stark and Bainbridge argue that the decline of religion is not a universal trend happening in all societies, as some versions of secularisation theory suggest.

what is 4 examples of supply led religion ( (religious participation depends on how attractive the religion/church is among millions)

4 examples of supply led religion :

1. Televangelism

2. Asian immigration and Asian religion

3. Evangelical megachurches

4. Japan

Supply-led religion example 1 - Televangelism

• A range of studies support Stark and Bainbridge's view that demand for religion is greatly influenced by the q____ and v___ of religion on offer and the extent to which it responds to people's needs.

• For example, H___ and S____ (1988) argue that the growth of 'televangelism' in America shows that the level of religious participation is supply-led.

• When c___ f___ of religious b____ began in the 1960s, it opened up c____ in which e____ churches thrived. e,g R___

• As a c____ e____, televangelism responded to consumer demand by preaching a ' 'prosperity gospel'. - what is this?

• Therefore televangelism is an example of s____-based and customer driven religion because it is more c____, e___, and focused on p____ success, than the w____ r___ of traditional church services.

Supply-led religion example 1 - Televangelism

• A range of studies support Stark and Bainbridge's view that demand for religion is greatly influenced by the quality and variety of religion on offer and the extent to which it responds to people's needs.

• For example, Hadden and Shupe (1988) argue that the growth of 'televangelism' in America shows that the level of religious participation is supply-led.

• When commercial funding of religious broadcasts began in the 1960s, it opened up competition in which evangelical churches thrived. e,g ROSAC

• As a commercial enterprise, televangelism responded to consumer demand by preaching a 'prosperity gospel'. (offering = God will answer your prayers- televangelism is run like a business, preaching that faith leads to wealth and success makes it more appealing, so more people watch and give money)

• Therefore televangelism is an example of supply-based and customer driven religion because it is more convenient, entertaining, and focused on personal success, than the wide range of traditional church services.

Supply-led religion example 2 - Asian immigration and Asian religion

• Finke (1997) argues that what? in the 19___s allowed Asian religions such as H___ K___ and T____ M____ to set up p_____ in the USA, and Asian faiths became another o____ that proved p____ with consumers in the religious marketplace.

Supply-led religion example 2 - Asian immigration and Asian religion

• Finke (1997) argues that the lifting of restrictions on Asian immigration into America in the 1960s allowed Asian religions such as Hare Krishna and Transcendental Meditation to set up permanently in the USA, and Asian faiths became another option that proved popular with consumers in the religious marketplace.

Supply-led religion example 3- evangelical megachurches

• Another example is the growth of evangelical megachurches (churches with congregations of ____ or more).

• Most are in the U___ S____ but they are also found in S____ K____ and elsewhere.

• With such large congregations, they have l___ r____ and are able to offer a v____ range of a___ to meet the d___ needs of their members.

• M___ (1997) compares them to what?

Supply-led religion example 3- evangelical megachurches

• Another example is the growth of evangelical megachurches (churches with congregations of 2,000 or more).

• Most are in the United States but they are also found in South Korea and elsewhere.

• With such large congregations, they have lavish resources and are able to offer a vast range of activities to meet the diverse needs of their members.

• Miller (1997) compares them with hypermarkets.very large supermarkets offering a wide variety of goods in one place e.g a big tesco or sainsbury’s in crayford ).

Supply-led religion example 3- Japan

• According to S___ (1990), Japan is another society where a f____ market in religion has stimulated p____.

• Until 19____, S____ was the s___ religion and other religions were s____.

• However, after W____ W____ Two, religion was d___-r___, creating a market in which new religions such as S____ G____ (a type of B_____) have thrived.

• Japan's experience contrasts with what?

Supply-led religion example 3- Japan

• According to Stark (1990), Japan is another society where a free market in religion has stimulated participation.

• Until 1945, Shintoism was the state religion and other religions were suppressed.

• However, after World War Two, religion was de-regulated, creating a market in which new religions such as Soka Gakkai (a type of Buddhism) have thrived.

• Japan's experience contrasts with that of post-war Germany, here religion was closely regulated by the state and as a result declined

✓What are 2 strengths of religious market theory ?

✓strengths of religious market theory

✓-Religious market theory is the approach adopted by most American sociologists of religion.

✓ It highlights the supply side of religion and consumer choice, and can be useful for understanding the growth of new religions.p through economical theory

✗limitations of religious market theory

✗B____ (2011) rejects the view that d___ and c____ increase the demand for religion.

• Statistics show that d___ has been accompanied by r___ d___ in both Europe and America.

✗- Bruce argues that Stark and Bainbridge misrepresent s____ theory.

• The theory does not claim there was a past 'g___ a___' of r___, or that everyone will become a___.

• It simply claims what?

• Nor does it claim secularisation is u____ - just that it applies to E___ and A___.

✗- N___ and I____ (2011) -

• what do they argue about countries like Ireland and Venezuela vs countries such as Holland and Australia,

• This contradicts Stark and Bainbridge's theory.

✗- B____ criticises religious market theory as unsociological, why?

✗limitations of religious market theory

✗Bruce (2011) rejects the view that diversity and competition increase the demand for religion.

• Statistics show that diversity has been accompanied by religious decline in both Europe and America.

✗- Bruce argues that Stark and Bainbridge misrepresent secularisation theory.

• The theory does not claim there was a past 'golden age' of religion, or that everyone will become atheists.

• It simply claims that religion is in long-term decline.

• Nor does it claim secularisation is universal - just that it applies to Europe and America.

✗- Norris and Inglehart (2011)

• show that high levels of religious participation exist in Catholic countries where the Church has a near monopoly (one main religion), such as Ireland and Venezuela.

• By contrast, countries with religious pluralism, such as Holland and Australia, often have low levels of participation.

• This contradicts Stark and Bainbridge's theory.

✗- Beckford criticises religious market theory as unsociological, because it assumes people are 'naturally' religious and fails to explain why they make the choices they do.