Journal article

You need ‘help for the journey’: Freedom and regulation in a ‘market-friendly’ megachurch

J Yip, S Ainsworth

Marketing Theory | SAGE Publications | Published : 2020


One of the dominant trends in contemporary religion is a focus on individual freedom, choice and autonomy, all central tenets of mainstream consumer society. Rather than indicating a lack of religious regulation, we show how they can be the means through which regulation operates. Drawing on the theory of governmentality, which focuses on how power operates in discourse, we present a case study of a highly successful megachurch and global leader in Christian music – Hillsong – and show how this religious producer constructs a subject position for the consumer that promotes freedom and choice but nevertheless has regulatory implications by limiting what is thinkable and possible. Our findings..

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University of Melbourne Researchers