Merchandising and sanctity: the invasive cult of Padre Pio

In the final decades of the twentieth century, the Blessed Padre Pio da Pietrelcina (1887-1968) became a 'saint' of global stature. It is most exceptional for the cult of a saint to acquire such dimensions in so short a time. Further, this is the story not of someone with a modern profile of sanctity,but someone who on the contrary answers to the traditional model of sanctity, and whose cult is moreover characterized by an instrumental devotional repertoire. Despite this 'classic' model, his person and cult are extremely ambiguous. This article describes and analyses the processes which have brought and continue to bring this about, and the recent development of the cult in Italy. By these processes a controversial cult, often associated with anti-ecclesiastical devotional activities and of limited scope, has become one of the most important and irreproachable in Italy. In part through the personal support of Pope John Paul II, in about a decade Padre Pio has grown from a friar in a controversial fundamentalist context to an almost invulnerable national saint, who is beginning to become a part of the Italian identity. The power of his cult is so strong - a devotional avalanche - that it has sidelined other cults, and to an increasingly large degree defines the Italian sacred landscape. The Pio cult encroaches on other devotions, and moreover is becoming its own competitor: to an increasing degree Pio's central pilgrimage site at San Giovanni Rotondo is losing pilgrims to the secondary pilgrimage site at Pietrelcina and to the hundreds of chapels and local shrines that have sprung up the length of Italy.