Religiös symbolik i marknadsföring: En studie om religiösa symboler på Malta, i Jugoslavien och i Indien och hur dessa används för att skapa en regional identitet i turistsammanhang
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The world is filled with symbols which possess great meaning to people all around the world. Some of these symbols may be considered religious, thus bearing an occult and mystic meaning to those close to them. In Malta the Sovereign Military Order of Malta is a key part to the islands history and is these days also utilized as a symbol for the tourism industry.What happens when these symbols meet with the world hand in hand with media and other commercial instances? The purpose of this paper is to take a closer look at what consequences a commodification of the knights of Malta might breed and to compare the situation on the island with two other similar situations in India and in former Yugosla-via. With a hermeneutic approach I look at tourism material in form of websites and mer-chandise to make an analysis with the help of two theories, one being the theory of Banal Religion by Stig Hjarvard; the other being Colleen McDannell’s theory on Material Christianity.Results indicate that a de-contextualization from the institutionalized religion can be wit-nessed on Malta. However, with Hjarvards theory applied - this is not necessarily a nega-tive change. It should instead be seen as a product of a secular society without any com-pulsory changes on views on the religion from the average catholic person on the island. McDannell’s theory strengthens this thesis by suggesting that symbols are a part of the belief and not a simplification of the religion. The comparing studies from India and for-mer Yugoslavia with their own consequences should not be viewed as an imminent con-cern for Malta but could be used as instruments to compare certain aspects.
Place, publisher, year, edition, pages
2013. , 34 p.
IdentifiersURN: urn:nbn:se:uu:diva-202486OAI: oai:DiVA.org:uu-202486DiVA: diva2:632061
Subject / course
Sociology of Religion
Teacher Education Programme
Lövheim, Mia, professor