Journal of Siberian Federal University. Humanities & Social Sciences: Consumer Identity and Religiosity of Social Networks’ Users

Journal of Siberian Federal University. Humanities & Social Sciences / Consumer Identity and Religiosity of Social Networks’ Users

Issue: Journal of Siberian Federal University. Humanities & Social Sciences. 2013 6 (2)
Authors: Grishaeva, Ekaterina I.; Shumakova, Olga V.
Contact information: Grishaeva, Ekaterina I.: Ural Federal University named after B.N. Yeltsin, 51 Lenina, Ekaterinburg, 620083 Russia; e-mail: ; Shumakova, Olga V.: Ural Federal University named after B.N. Yeltsin, 51 Lenina, Ekaterinburg, 620083 Russia;
Keywords: religion; religious faith; identity; consumer identity; consumer society; mass media; cyber space; social network
Abstract: In the consumer society people take not only things, but also signs of things, brands, images and ideas. Consumer identity means that a person defines his/her belonging to a social group through consumption. This article examines religion as a means of consumer identity formation in the postindustrial society (the case of social networks’ users). The researchers have found that users of social networks perceive religion as consumer goods when they have no faith experience and their knowledge of religion is fragmentary and based on clichés and stereotypes. In this case discussion of the religious content becomes the way to express their uniqueness and to win recognition from other users.
Pages: 278-283
Paper at repository of SibFU: https://elib.sfu-kras.ru/handle/2311/9613