False logic. In that sense, it means pretense, imitation, mimickry, substitution of the genuine and authentically sacred for the mere image or shadow of the genuine and authentic. Profanation occurs when the idols and icons cease to be transparent symbols and become opaque to insight. They become fetish and superstition. In spiritual terms, profanation is the substitution of counterfeit goods for the real thing, and which then pretends to be the real deal. What is merely man-made pretends to be the sacred wheres, at best, it is only a pointer to the sacred but not in itself sacred.
Professor Wallendorf appreciates the hospitality of the Departments of Marketing at the University of Utah and Northwestern University, where uninterrupted time and other support was provided to complete this manuscript during a sabbatical. All three authors acknowledge the support of their respective institutions and the other members of the Odyssey research team during the data collection phase of the Consumer Behavior Odyssey. Two processes at work in contemporary society are the secularization of the sacred and the sacralization of the secular.
The gala does not deserve to be called profane. It is, in fact, merely and weakly vulgar…. For the most part, a society flourishes when there is a clear distinction between right and wrong. Given the contemporary ideological principle of fluidity, in which everyone can be everything and at the same time nothing, it should not come as a surprise that our society is in existential limbo. Nothing gets accomplished, and everyone is caught in the mire of identity politics.