Ringvee, Ringo (2017) Survival Strategies of New Religions in a Secular Consumer Society: A Case Study from Estonia. Nova Religio, 20 (3). pp. 57-73. ISSN 1092-6690
Full text not available from this repository.Abstract
In this article, I argue that in contemporary neoliberal consumer societies, the traditional religious missionizing activity is superseded by religious branding and marketing.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.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | religion and society, religion and consumerism, secularization, New Age, new spirituality, Neopaganism, new religious movements, neoliberalism |
| Subjects: | B Mission theology/theory > Spirituality B Mission theology/theory > Contextualization/Inculturation |
| Divisions: | Baltic countries > Estonia |
| Depositing User: | Katharina Penner |
| Date Deposited: | 13 Jun 2022 11:28 |
| Last Modified: | 13 Jun 2022 11:29 |
| URI: | https://ceeamsprints.osims.org/id/eprint/2596 |
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