The Market as God and Marketing as Proselytizing
Niccolo Leo Caldararo
San Francisco State University - Department of Anthropology
December 15, 2011
FINANACE AND BANKING DEVELOPMENTS, Charles V. Karsone, ed., Nova Science Publishers, 2009
Most religions have images of their gods or spirits. There is often a preferred 'veronica' or true image. The function of images is, according to the Catholic Church, to provide a focus for contemplation and the reflection of faith (McCrone, 1996). Often the image of the sacred is shrouded from human view, destructive to gaze upon or an imperfect reflection. Aspects of divinity are often perceived by some peoples in the spread of a disease through a population or its natural history in the signs and symptoms it creates in a body. Here we see an image of the god of capitalism (Figure 1). We can produce it from a variety of data, on the value of stock, prices of a variety of goods and services, and other means. But in general, the image is very similar. It traces the behavior of man’s faith in the value of his creations and in his future wealth. It is the single most important representation of the health of the world economy. In a Durkheimian sense, it gives as a representation of the sum total of society’s active mood and reflects, as some economists have said, the attitude and character of humanity. In a sociobiological sense, it represents the pushing and shoving of the actors involved, each trying to capture a greater share of the wealth available now and in the future, like ants (described by E.O. Wilson, 1976) trying to individually seize a piece of food, their common actions can be argued to be a tide of social consequence increasing the fitness of all concerned as they result in the arrival of the food in the nest.
Number of Pages in PDF File: 19
Keywords: market, equities, capitalism, god, financial crises
JEL Classification: A10, A11, B15, B25Accepted Paper Series
Date posted: December 16, 2011
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