Survival strategies of new religions in a secular consumer society: a case study from Estonia
In this article, I argue that in contemporary neoliberal consumer societies, traditional religious missionizing activity is superseded by religious branding and marketing. An example of this at a national level is Estonia, a small secular society in Europe where the majority of the population define...
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| Medienart: | Elektronisch/Druck Aufsatz |
| Sprache: | Englisch |
| Verfügbarkeit prüfen: | HBZ Gateway |
| Journals Online & Print: | Lade...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Veröffentlicht: |
University of Californiarnia Press
[2017]
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| In: |
Nova religio
Jahr: 2017, Band: 20, Heft: 3, Seiten: 57-73 |
| normierte Schlagwort(-folgen): | B
Estland
/ Neue Religion
/ Säkularismus
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| RelBib Classification: | AZ Neue Religionen KBK Osteuropa |
| Online Zugang: |
Volltext (doi) |
| Zusammenfassung: | In this article, I argue that in contemporary neoliberal consumer societies, traditional religious missionizing activity is superseded by religious branding and marketing. An example of this at a national level is Estonia, a small secular society in Europe where the majority of the population defines itself as religiously unaffiliated. Over the last quarter-century, Estonia has been characterized by neoliberal reforms and governance and has seen the creation of a religious or spiritual marketplace. I examine three strategies for survival in this marketplace by using three examples: a native Neopagan association with legal status as a religious association; a Kriya Yoga community with legal entity status as a non-profit association; and a Neo-Tantric organization with legal entity status as a regular business enterprise. I show that despite the differences in their approaches, each case shows how branding and marketing are increasingly important for new religious groups seeking to establish a successful presence in contemporary neoliberal consumer society. |
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| ISSN: | 1092-6690 |
| Enthält: | Enthalten in: Nova religio
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| Persistent identifiers: | DOI: 10.1525/nr.2017.20.3.57 |