A Mixed Blessing: Market-Mediated Religious Authority in Neopaganism

Rinallo, D., Maclaran, P. and Stevens, L. 2016. A Mixed Blessing: Market-Mediated Religious Authority in Neopaganism. Journal of Macromarketing. 36 (4), pp. 425-442. https://doi.org/10.1177/0276146716655780

TitleA Mixed Blessing: Market-Mediated Religious Authority in Neopaganism
AuthorsRinallo, D., Maclaran, P. and Stevens, L.
Abstract

This research explores how marketplace dynamics affect religious authority in the context of Neopagan religion. Drawing on an interpretivist study of Wiccan practitioners in Italy, we reveal that engagement with the market may cause considerable, ongoing tensions, based on the inherent contradictions that are perceived to exist between spirituality and commercial gain. As a result, market success is a mixed blessing that can increase religious authority and influence, but is just as likely to decrease authority and credibility. Using an extended case study method, we propose a theoretical framework that depicts the links between our informants’ situated experiences and the macro-level factors affecting religious authority as it interacts with market-mediated dynamics at the global level. Overall, our study extends previous work in macromarketing that has looked at religious authority in the marketplace) and how the processes of globalization are affecting religion.

Keywordsconsumer culture, consumer behaviour, markets, globalization, religion
JournalJournal of Macromarketing
Journal citation36 (4), pp. 425-442
ISSN0276-1467
Year2016
PublisherSage
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1177/0276146716655780
Publication dates
Published08 Jun 2016
Published online08 Jun 2016
Published in printDec 2016

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