The Seeker-Consumer: Scientology and the Rhetoric of Consumerism

This article contributes to the growing body of work on the Church of Scientology, arguing that the Church’s Web site from 2005 to 2010 engages a rhetoric of consumerism. The Church’s site does not merely exemplify consumer capitalism through a haphazard collection of marketing techniques; rather, consumer capitalism is the site’s very language: at the level of vocabulary, syntax, visual design, and site architecture, consumer capitalism is the site’s mode of discursive engagement. In turn, the site’s rhetoric of consumerism crafts the process of spiritual seeking into an act of capitalist consuming.