The spiritual marketing

  • Italiano

Looking for a book on spirituality we can encounter a text from the emblematic title: “Promote your spiritual business“. In the digital world in which we live, indeed, we easily bump into well-advertised proposals for spiritual activities, often of a commercial nature.

The most intimate aspect of our existence has become one of the many cultural and social services, accessible from anywhere and almost for all (obviously at a fair price). Everyone can choose the proposal that he prefers, or opt for different types, thus creating his own spiritual dimension. Even us Catholics, it is useless to deny it, we are submitting to this trend. In this scenario, the social media are perceived by many as a genuine religious and theological authority.

It then determines a dichotomy between those who turn to these practices to show themselves and who, instead, is actually moved by the humble need of an interior discovery. At one time the spirituality required silence, discretion and peace: the exact opposite to what the market proposes today. This creates an additional distortion, which has now become standard: the ever-greater distance between the spiritual message worthy to be transmitted – which must grow in silence and with patience – and the act of diffusion itself.

You must communicate, but what? Today everyone wants to teach but no one has time and desire to learn. Many want to write and publish books, but always less people read. Almost everyone wants to be a teacher, almost no one a disciple.

It is worth remembering that the true masters of spirituality, the wise saints, did not strive for teaching. On the contrary, when they were asked to share their knowledge they were embarrassed and they often refused. Let us ask then another question: when does teaching begin? Usually the people or the disciples were the one asking to be educated. But first they had to be interested in learning and after a long search, find a teacher.

All the masters (or presumed such) should follow this example: do not expose themselves and wait for someone to ask them a teaching. But is there still someone who searches for a master? Who is able to withstand the proposals that come from the market, including the spiritual one?

This is a very topical theme, but too often neglected. Especially when we try to evangelize it is necessary to have something deep to transmit: our authentic experience of Jesus. But if we invest all our communicative energy in the search of an audience, would we be able to maintain a little energy for the spiritual one?

The monastic tradition teaches us that the content is more important than the contact. One thing that today seems impossible. But is it really so? Will a spiritual value have its “public” without the need of a marketing operation? A question that we leave open…

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