Religion concepts and historical perspectives

Religion

Although Europe is becoming almost entirely secularized, and religious growth is declining generally in the United States, two American homegrown Christian sects are gaining ground and popularity domestically and abroad. Those two religions are the Jehovah's Witnesses and the Church of Latter-Day Saints (LDS), more commonly called the Mormons. These two controversial religious organizations are known for their aggressive marketing campaigns, which may account for their relative success. Economists like Iannaccone and sociologists like Stark have conceptualized the growth of religions like the Jehovah's Witnesses and the LDS church in terms of basic economic terms like supply and demand, investments, and rewards. Using an economist's framework, it is easy to see why religions experience growth and decline. Religions are, after all, run expertly as companies.

The Jehovah's Witnesses and Mormons are religious organizations, but they serve a similar sociological function as more overtly profit-minded companies. With religions, members provide a sort of labor force that can also be exploited in ways that are no longer possible in the business sector. This may be one reason why, as Stark and Iannaccone point out, these religions are sometimes banned. Temporary, and even permanent, bans have not prevented growth.

The concepts of carrying capacity, effective socialization, strong network ties, and a favorable "business" environment can also explain why these two religions are growing faster than others. In developing nations, for instance, a weak infrastructure and lack of pre-existing religion makes it possible for proselytes to plant seeds that take root. When the government also permits these new religions to flourish, and especially when those new religions woo government by promising to build roads, schools, and other infrastructures, then faiths like the Mormons and Jehovah's Witnesses will grow. These alternative faiths present themselves as social, economic, and political institutions as well as salves for the soul.

With regard to strong network ties, religions like Mormonism and Jehovah's Witnesses will grow in communities with strong social connections that already exist. Thus, a few core members of the community become converted. Those core members are trusted in the community, and therefore community members are far more likely to embrace the faith through their trusted friends, neighbors, or family members than by total strangers. The growth of Mormonism and Jehovah's Witnesses may also have to do with deeper psychological issues in places where these sects have been growing. Just as consumer behavior is linked to psychological theories, including theories of personality, so too is behavior regarding choice of religion. Mormonism and Jehovah's Witnesses both demand a strict adherence to a set of rules related to personal conduct and social behavior. Proselytizing actively is also considered part of one's religious duty and social contract.