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One interesting fact about the project is that it does not offer any sort of description for any of these religions, therefore one must know beforehand what they want to convert to. It's purely a consumer's product, and choosing a religion, is like choosing the color of a product; it is nothing but a personal option. After all, encouraging one religion would bring favoritism or more severely, religious discrimination.

By omitting to define or to describe any of these religions, the piece receives a strong objective value, although choosing to present only five religions of the world proves the contrary. What happens to Animism, Taoism, Sikhism, the Baha'i Faith and many more? Are these less important then the others and if so, should they be neglected? From the technological point of view, the project is complete; it is not missing any piece of important information the user should have; it even has an "Accelerator card for your PC," a kit antivirus, SMS-MMS services (to change your religious profile depending on your location), or a "kids' build-idol". The possibility of conversion is attributed to all public, from the age of three and older, because anybody can be a potential consumer, a potential buyer.

The concept behind this project is based on contradictory notions: religion-market, religion-technology, religion-online user, religion-children. By bringing them together in this completed, but simple art piece, the artists succeed in producing a very believable and convincing e-commerce site. When bringing together notions such as "religion" and "computer technology", implicitly the internet, another important aspect to take in consideration is how new forms of social organization and on-line communities as social groups develop within computer networks. So how does religion present itself in this new modern digital era? Just as the founders of our modern day religions began to lay down in writing the basis of each belief system and continued by taking advantage of the invention of the printing press in order to spread their religion, so too, electronic media have become spiritual tools of religious transformation. Religious communities continue to form very fast and represent places where people can gather, socialize and share their spiritual, political or economical concerns and needs. Instead "Plug'n'Pray" is creating a digital space where each of the great religions is equally important, by becoming nothing but a personal preference. The aspect of community is defined by how the viewers are invited to interact and communicate with each other, by engaging in a T-shirt design contest, surfing an on-line gallery or placing their comments on a discussion forum, thus becoming part of this large "holy corporation". The project opens the debate on the role religion plays in globalization. Over all, the globalization process stresses an economical and political character and different religious organizations respond to this process in different ways: some are in favour, others support anti-global movements while others prefer to make their voice heard and carry on their mission by relying on the new technology and the new market penetration. An important factor of the globalization process was the increased migration in the later years. In other words, this global age can be translated into a form of cultural harmony, where diversity still plays an important role. In the same way, the "holy corporation" proposes a harmonious space where each religion is equally respected. "Plug'n Pray" presents the idea of globalization by marketing the great religions of the world. Or, it subtly makes the suggestion that the market itself could become a new religion.

 
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Site: http://www.plug-pray.org/