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article, I argue that in contemporary neoliberal consumer societies, traditional religious missionizing activity is superseded by religious branding and marketing.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...
| Auteur principal: | |
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| Type de support: | Numérique/imprimé Article |
| Langue: | Anglais |
| Vérifier la disponibilité: | HBZ Gateway |
| Journals Online & Print: | En cours de chargement...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Publié: |
University of Californiarnia Press
[2017]
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| Dans: |
Nova religio
Année: 2017, Volume: 20, Numéro: 3, Pages: 57-73 |
| Sujets / Chaînes de mots-clés standardisés: | B
Estland
/ Nouvelles religions
/ Laïcité
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| RelBib Classification: | AZ Nouveau mouvement religieux KBK Europe de l'Est |
| Accès en ligne: |
Volltext (doi) |
| Résumé: | 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article, I argue that in contemporary neoliberal consumer societies, traditional religious missionizing activity is superseded by religious branding and marketing.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 |
| Contient: | Enthalten in: Nova religio
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| Persistent identifiers: | DOI: 10.1525/nr.2017.20.3.57 |