spirituality and identity

[James Bonde]

There’s a haunting line by Kabir, the mysterious fifteenth-century Indian poet, a kind of mystical Mother Goose: “They squander their birth in isms.” He’s thinking of the few major religious traditions of his day, but the idea applies even more poignantly to our collection of religions, political affiliations, spiritualities, identities fabricated by marketers, and even theories constructed in philosophy departments. （From The Deepest Human Life by Scott Samuelson）

What do "spiritualities" and “identities fabricated by marketers” mean？

 

[Charlie Bernstein]

There’s a haunting line by Kabir, the mysterious fifteenth-century Indian poet, a kind of mystical Mother Goose: “They squander their birth in isms.” He’s thinking of the few major religious traditions of his day, but the idea applies even more poignantly to our collection of religions, political affiliations, spiritualities, identities fabricated by marketers, and even theories constructed in philosophy departments. （From The Deepest Human Life by Scott Samuelson）

What do "spiritualities" and “identities fabricated by marketers” mean？

Spiritualities are spiritual beliefs.

Businesses tout spiritual beliefs to make money. The yoga mat industry is an example. The company owners might deeply believe in yoga, but they might also just put Hinduism into their marketing to attract shoppers.

The mindfulness industry is another example. It grew out of the self-actualization movement of the 1960s and '70s. Its writers, publishers, and teachers tell us we need their books and workshops to be better people. Is it a real need, or was it invented (fabricated) by marketers to sell their company's products?

 

[James Bonde]

Spiritualities are spiritual beliefs.

Businesses tout spiritual beliefs to make money. The yoga mat industry is an example. The company owners might deeply believe in yoga, but they might also just put Hinduism into their marketing to attract shoppers.

The mindfulness industry is another example. It grew out of the self-actualization movement of the 1960s and '70s. Its writers, publishers, and teachers tell us we need their books and workshops to be better people. Is it a real need, or was it invented (fabricated) by marketers to sell their company's products?

Thank you so much. Could you please paraphrase "identity" with another word or a short phrase?

 

[Charlie Bernstein]

Thank you so much. Could you please paraphrase "identity" with another word or a short phrase?

In this context, your identity is your image of yourself. Marketers try to sell us identities.

For example, think of a wealthy young student who buys an expensive pair of blue jeans that is full of holes. The marketer is selling a tough, working-class image to someone who isn't tough or working class. The marketer isn't selling clothes. The marketer is selling an identity.