Theology as Advertisement

The science of advertising is a complex discipline using other disciplines like consumer psychology, communication psychology, cost accounting, statistics, etc. It is not really—at least not primarily—concerned about the well-being of the client. Its main concern is to ensure that the product advertised sells and remains the best seller in the consumer market.

Similarly—I am afraid—a lot of Catholic theology is geared to advertizing ‘consumer’ items that are not really needed but that ensure income, power and prestige for Catholic priests and bishops. Theology also makes claims for its proponents to enable them to dominate the consumer market. Historically speaking, theology is largely a discourse generated by the clergy.

This, I believe, is true of the leaders of all religions and their assistants. If leaders of religions were really serious about their own spiritual welfare and about the spiritual welfare of those whom they cater to, their life-style and the mode and quality of their ministry would be significantly different.

Subhash Anand, St. Paul’s School, Bhupalpura, Udaipur, 313001

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