Page - 55 - in JRFM - Journal Religion Film Media, Volume 01/01

(Re)Making a Difference | 55www.jrfm.eu 2015, 1/1, 45–56 tions over their narratives and symbols, some values and norms seem to remain and even become reinforced. Both of the commercial videos show how women in particu- lar are characterised through roles and attributes that reinforce their position in the family or in caring professions or as dependent on male attention for their value. fur- thermore, we have seen how such characteristics of women can be used to reinstate a conventional model of the relationship between men and women or the position of the Catholic Church in society: the man/priest in the Coca Cola commercial remains in control of his own and the girl’s sexuality, and the women in Catholics Come Home become symbols of the “consistent” and “true” character of the Catholic Church. This underlines that mediatisation of religion as a theory also needs to take into con- sideration the logics of commercial interests, as well as relations of power between different groups in society. This article has attempted to show how mediatisation as a theory can be devel- oped to understand the role of religion in contemporary society. a focus on gender sharpens our understanding of how mediatisation interacts with other transforma- tions regarding the way religion is articulated and practised in society. To analyse fur- ther how these complex interactions between media as technology and institution, religious institutions and individual actors, and cultural values and norms contribute to the re-making of religion in contemporary society is an intriguing challenge ahead of us. BiBliOGraPhy Bird, elisabeth, 2009, True Believers and atheists Need Not apply, in: Winston, Diane (ed.), small screen, Big Picture: Television and lived religion, Waco, Tx: Baylor University Press, 17–41. Butler, anthea/Winston, Diane, 2009, “a Vagina ain’t a halo.” Gender and religion in saving Grace and Battlestar Galactica, in: Winston, Diane (ed.), small screen, Big Picture, Television and lived religion. Waco, Texas: Baylor University Press, 259–286. Clark, Lynn Schofield, 2011, Considering Religion and Mediatisation through a Case Study of J+K’s Big Day (The J K Wedding Entrance Dance). A Response to Stig Hjarvard, Culture and Religion 12, 167–184. Couldry, Nick/hepp, andreas, 2013, Conceptualizing Mediatization: Contexts, Traditions, argu- ments, Communication Theory, 23, 191–202. Gill, rosalind, 2007, Gender and the Media, Cambridge: Polity Press. hepp, andreas (ed.), 2013, Cultures of Mediatization, Cambridge/Malden, Ma: Polity Press. hepp, andreas/ Krönert, Viktoria, 2010, religious Media events. The Catholic World youth Day as an example of the Mediatization and individualization of religion, in: Couldry, Nick/ hepp, an- dreas/ Krotz, frederic (eds.), Media events in a Global age, abingdon: routledge, 265–282. Hepp, Andreas/Hjarvard, Stig/Lundby, Knut (eds.), 2010, Mediatization – Empirical perspectives. An introduction to a special issue, Communications 35, 223–228. hervieu-léger, Danièle, 2010, religion as a Chain of Memory, Cambridge: Polity Press. Hjarvard, Stig, 2011, The Mediatization of Religion: Theorising Religion, Media and Social Change, in: Culture and religion 12, 119–135. Hjarvard, Stig, 2012, Three Forms of Mediated Religion. Changing the Public Face of Religion, in: Hjarvard, Stig/Lövheim, Mia (eds.), Mediatization and Religion: Nordic Perspectives, Göteborg: Nordicom, 21–44.