Kabbalah Reaching the Masses Through Merchandising
Already claiming to have more than three million followers, Kabbalah, which means “to receive knowledge” in Hebrew, focuses on the inner workings of the soul and the fulfillment people seek from life. Said to be a powerful, spiritual knowledge, the basis of Kabbalah was written in the book of Zohar more than 2,000 years ago. It is considered the definitive body of knowledge for Kabbalah and breaks down into 13 basic spiritual laws of life. Some of which include: Before any physical manifestation can occur, it must first be concealed — the concealed phase is the cause, the revealed stage is the effect, Do not believe anything you read or hear, Do not trust the five senses, Perception goes beyond physical sight, Chaos is our inability to relate present day incidents to past deeds and Time is defined as the distance between cause and effect.
Misunderstood Profits or Misguided Profiteers?
Kabbalists claim their written and oral beliefs date back to the origins of the Torah and Kabbalah is a method to interpret the hidden meanings of the Torah’s scriptures. Even though it has been an accepted part of the Jewish culture for many centuries, critics claim their emphasis on mysticism and secret knowledge sets them apart from mainstream worshipers and has led many to believe its followers are members of a cult. There are many misconceptions about Kabbalah. At one point in time, people even speculated Kabbalah would drive people to madness. Adding to the mystical misconceptions, rabbis claim to have made bold predictions thousands of years ago, through studying the knowledge of Kabbalah, that eventually came true. Among these bold predictions: the Earth is a sphere when many thought it was flat, the Earth has seven continents when many thought there were only two and that true reality was a real without time, space and motion – a theory later believed by Albert Einstein. Whether any of these claims can actually be proved to have been predicted 2,000 years ago is up for debate, leading some people to believe Kabbalists are taking credit for other people’s ideas. It’s just another aspect creating a shroud of mystery concerning the mystical religion, which led to the creation of the word “cabal,” defined as “a secret conspiratorial group of plotters or intriguers.” In addition to the secrecy and worldly predictions, the current religious stream of consciousness seems to lead to a promotion-by-marketing ploy. Not only are there celebrity spokespeople to promote the virtues of Kabbalah at every possible media outlet at their disposal, but the merchandising of the church has become a nonstop effort. Sales of the Zohar have increased when sold in tandem with over-priced Kabbalistic makeup, necklaces, string bracelets (that ward off the Evil Eye), mineral water (that cleanse the soul) and life-improving courses, that all claim to help make you rich, find your soul mate or cure your medical illnesses. Is it truly possible for one’s burdens to be absolved by paying $50 for a CD of Kabbalah music?
The Rav: Merchandiser to the Stars
The person chiefly responsible for pushing the current Kabbalah craze is Rabbi Philip Berg, who followers affectionately call “The Rav.” Born Feivel Gruberger and a former Brooklyn insurance agent and ordained Orthodox rabbi, The Rav founded the international Kabbalah Centre with his wife, Karen Berg, where he preaches at many of the center’s locations, including six branches within the United States, three in Israel and others worldwide. Together they have turned the center into a multi-million dollar business that critics claim oversimplifies the ancient religion and makes baseless spiritual claims. Preaching a modern, new-age version of the tradition has proved financially successful. The Rav gained prominence several years ago when Madonna credited him for giving her the inspiration while making the “Ray of Light” CD. Since then, Madonna has recruited other celebrities such as Britney Spears, David and Victoria Beckham and Guy Ritchie. Never seen in public without wearing the Kabbalah string bracelet, one has to wonder if Madonna is truly in tune with her soul or if she’s simply trying to start the next religious fad. Spearheading the marketing campaign, Madonna has donated $5 million for a London town house to become a new Kabbalah center and she was recently approached to be the spokesperson for the upcoming Kabbalah Energy Drink that would rival the Red Bull drink.
Kabbalah: The new Scientology?
According to former followers, it seems once you become a Kabbalist, there’s no turning back. There is a form of intimidation that comes with the Kabbalah territory. Some have claimed threats of personal tragedy or harassment from church elders, should one ever contemplate changing religions. Officials live lavish lifestyles and exploit volunteers, who live in basic poverty. But are these celebrities using their religious affiliations in order to make a financial gain? Madonna bases Kabbalah as the inspiration behind her recent (successful) line of children’s books, just as Ritchie based his upcoming movie on the religion, “The 49th Gate.” Some claim the religion’s use of celebrity talking heads reduces the religion’s meaning, turning its sacred books into a fad or a springboard for celebrity to return to “The A List.” Whatever it is, one thing’s for sure: The Rav has turned his faddish version of the religion into a profitable goldmine.
