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(Re)-Making a Difference: Religion, Mediatization and Gender
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Theology. (Impact of religion, theme 1)
2015 (English)In: Journal for Religion, Film and Media, Vol. 01, no 01, 45-56 p.Article in journal (Refereed) Published
Abstract [en]

This article presents and discusses how mediatisation as a theory can be used to analysetwo commercial videos, one promoting the organisation Catholics Come Home and theother Coca Cola. A core question in the current debate on mediatisation and religionconcerns if and how mediatisation changes not only the social forms of communicationabout religion but also the meaning of religion in society. The issue in focus for the analysisis whether these videos mirror attributes and roles traditionally associated with menand women within religious institutions or offer an alternative to these. By using genderas a lens, we can see that mediatisation challenges religious institutions to adapt theirnarratives and symbols to commercial media culture, but that also within this new settingsome traditional female gender norms seem to remain or even become reinforced

Place, publisher, year, edition, pages
Graz, 2015. Vol. 01, no 01, 45-56 p.
Keyword [en]
mediatisation, gender, commercial videos, religious media, banal religion, hybrid event
National Category
Media and Communications
Research subject
Sociology of Religion
URN: urn:nbn:se:uu:diva-268963OAI: oai:DiVA.org:uu-268963DiVA: diva2:881850
Impact of religion: challenges for society, law and religion
Available from: 2015-12-11 Created: 2015-12-11 Last updated: 2015-12-11

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Lövheim, Mia
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