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Tillich's Theological Legacies

American Academy of Religion

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Shopping and Religion - A New Era of Consumer Capitalism

Shopping is badly misunderstood if it is examined exclusively as an economic activity in the narrow sense of the word. It's a symbolic action and a highly significant one because it makes the often hidden values of a society more explicit. The distinction that we used to make between materialism and spiritualism, or the spiritual and the material, is no longer obtained. What is offered for a set of alternative identities by the market culture is presented in a spiritual vein. Here is something that will make you feel more complete, happy, blessed, anchored, and part of a community.

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