Christian symbols are no longer recognized by only the devout but by all consumers due to online and major retail outlets (Morgan et al., 2012). The expansion of religious, specifically Christian, symbols has saturated the markets making them an almost everyday sight to all Americans, whether they are Christian or not. Morgan et al. (2012) states that we are currently in a spiritual revolution due to the material and commodity based religiosity seen today. This specific spiritual revolution mentioned has stemmed from an increase in Christian literature and movies including, “The Passion Of The Christ” and “Heaven is for Real”. These blockbuster hits have become household titles that even those who do not connect with Christianity can identify. Where religion used to be seen as a personal and inward reflection, today it is seen as an extenuation of Christian and non-Christian consumers everyday lives.
From the commercialized wearing of rosary beads, to religious tattoos to modesty veils, consumers are being exposed to religious symbols more frequently. The implications of this increased sight of Christian symbolism have led to a greater acceptance of religious symbols in some countries while leading other countries to ban these types of religious symbols altogether. This topic will expose the different ways consumers’ today showcase Christian symbols in dress while answering the question of what new meanings have been attached to these symbols by their saturation in society today.
Rosary beads are an integral part of the Catholic religion and hold a special meaning to those Catholics who often pray it. The rosary prayer is a series of five decades of repetitions of Hail Mary, the Our Father, and Glory...
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...laces (Ipgrave, 2007). Many people, especially Americans see this as a restriction of the freedom of religious expression. Just to prove their Christian faith, some might show off their religious symbolism even more in public creating the rise we have seen in fashion today.
The wearing of Christian symbols is something that has been used for centuries by those who are devout Christians, but more recently these symbols have been used in pop culture and fashion. The commercialization of symbols like the cross, rosary beads, and veils all indicate changing values within society. Personal reasons as to why consumers wear religious symbols might vary but, from the retail standpoint, a profit is made from these trends. The wearing of the rosary beads, Christian tattoos, and veils has made an impact on not just fashion, but laws and political leaders as well.
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