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The “Powerful” Hillsong Brand

  • Tom Wagner
Chapter
Part of the Christianity and Renewal - Interdisciplinary Studies book series (CHARIS)

Abstract

What can a religious brand tell us about religious practice and experience in the political economy it is embedded in? This chapter combines perspectives from Media Ecology and Critical Marketing to understand the “power” of Hillsong’s brand. It suggests that Hillsong’s marketing is more than just a series of clever marketing techniques; it is both a collection of media through which meaning is communicated and a medium through which it is experienced. Drawing on anthropologist Birgit Meyer’s notion of “sensational forms,” I argue that experiential religious brands such as Hillsong are compelling because the experience of the brand and the experience of God are so closely associated through worship that they become co-productive, self-reinforcing and, ultimately, inseparable from each other and their political economic context.

Keywords

Hillsong Marketing Brand Media ecology Critical marketing 

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Tom Wagner
    • 1
  1. 1.LondonUK

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