The use of kitsch has become exponentially popular within the Mormon community. The toys, clothing, and paraphernalia representing LDS values and beliefs have been used to help boys and girls understand the expectations for them in the Mormon faith (Riess, 3). However, many of the images imitate designs and slogans associated with the "mainstream" non-Mormon pop culture. The images on the kitsch are pulled from things that the Mormon religion traditionally object to, such as a TV show that features unmarried cohabitation and pre-marital sex and imitating the logo symbol of a clothing company whose advertising does not necessarily promote chasity and modesty (Riess, 2).
Kitsch also solidifies gender roles within the Mormon faith. Kitsch for girls emphasizes domesticity and home-bound religious life while boys pictures and toys encourage outside material and professional success. The author, Jana K. Riess, asserts that the kitsch that talks about virtue and chasity are usually geared toward girls and there are rarely any products aimed at boys (Riess, 4-6).
The high demand for such items reflects the way Mormons "insist that gender roles are eternal"and use kitsch to emphasize what their expectations are for young adult Mormons (Riess, 8).
Ed Halter's article "Missionary Positioning: Indie Cinema Attempts a Mainstream Conversion" offers a look at the growth of Mormon indie and commercial film. It seems that the most successful and popular films are those that parody or spoof common practices in the Mormon life such as missionary work, dating, and door-to-door scripture education. Many Mormon directors and screen writers are trying to shake off the stereotypes of Mormons in films by producing large scale films and introduce them to a larger audience. However, their success is limited by the culture boundaries between Mormons and non-Mormons and displaying controversial topics such as homosexuality.
What is interesting about kitsch and filmmaking is the fact that the LDS Church does not have a direct influence on the production of these materials. They are developed by independent companies that cater directly to the Mormon lay community.
Why would the LDS Church allow independent copmanies to mass-market products that have such a large impact on its followers without review and oversight from church officials?
What would cause the Mormon community to associate themselves with popular products and designs that do not reflect their most valued beliefs and morals?
Do you think stereotypes can change when the issue at hand reaches a wider audience and has more exposure?
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I think that the Mormon community (as well as most other religious communities) finds it necessary to associate with popular culture in order to sustain membership. As I understand it, the percentage of church-going Americans continues to decline. All religious organizations are having trouble with members leaving. The Church of the Latter-Day Saints (as well as the Evangelist Church) perhaps incorporates its beliefs into popular icons in order to retain youth members.
ReplyDeleteAdditionally the Mormon kitsch itself sustains the ideals of the church. The non-Mormon products often do not reflect Church ideals. However this discrepancy can be viewed through a different light. If a Mormon adolescent wants to wear fashionable clothes (or accessories), would not the parent prefer that those clothes forward Mormon beliefs and morals? By creating kitsch based off of non-church approved items, the Church offers youth a more ‘morally correct’ alternative of garb.
The LDS church allows independent companies to market products without review and oversight from church officials because they believe in capitalism and democracy like the rest of America. It is still a free market in the US and "LDS leaders routinely portray money as positive, encouraging church memebers to use it wisely, and emphasize the importance of tithing" (Reiss, 9). Mormons are among the wealthiest of Americans, and they could not have accomplished this feat if the church limited their individual business ventures as many Mormon-owned establishments do not promote Mormon values. In this aspect, the Mormons separate religion and business; personal values do not limit profits.
ReplyDeleteIn the Mormon association of faith with popular products, their strategy had always been to take what's popular and redefine its meaning to fit with Mormon beliefs. It's a gimmick for the younger generations, who sees the humor in the puns. Mainstream America also practices this kitsch trend, with T-shirts of the "Vitruvian Voltron" and "the geek shall inherit the earth" (which functions in the opposite direction of the Christian "Abreadcrumb and Fish"). These examples show that the Mormons are not the only ones doing this, because America is taken with the mass-produced humorous tees meant to represent individuality.
More exposure will definitely change stereotypes, however the time and energy required to accomplish this have not been given. I feel like TV shows such as Big Love and politicians like Mitt Romney bridge the gap between Mormons and the rest of America. This kind of mass media exposure is what Mormonism needs to reduce stereotypes, as people will relate to the media they're exposed to. I think that the Mormon Church is moving in the right direction by producing kitsch based on popular products.