Consumerism and Religion

Sociology Professor Completes Thesis Research on Consumerism and Religion

Professor Bo Cassell successfully defended a masters thesis for his second masters degree this past Fall semester. This second graduate degree was a part of his ongoing education as he pursues his PhD in sociology. Cassell's thesis is title, "Consumer Holiday Structure: An Analysis of Christian Holiday Patterns and Consumer Ritual Practice in America." It is primarily concerned with Black Friday as a religious holiday, and shopping as a religious ritual. In his studies, professor Cassell noticed that the development of Black Friday (the major shopping day after Thanksgiving) created a holdiay pattern from Thanksgiving to Christmas that mirrored the holiday pattern fron Lent to Easter. This holiday structure reinforces the idea that consumerism in America has taken on the qualities of a religious practice. "Black Friday has become a family holiday that rivals Thanksgiving," notes Cassell. "In fact, more and more families are having Thanksgiving dinner delivered to them as they wait in line for Best Buy to open." Cassell further utilized what is known as "structuralism" to compare the cultural patterns of the annual holidays, including Black Friday. "I noticed the sequence of the holidays from Black Friday to Christmas matched the sequence from Ash Wednesday to Easter, with parallel feast and holy days," explained Cassell. "That kind of sequencing usually doesn't happen in a culture by accident -- it supports the idea that Americans approach shopping in this culture in a way that is similar to how they pursue religion." Professor Cassell hopes to continue his investigation into religious consumerism as he continues his graduate school work.