A Mixed Blessing: Market-mediated Religious Authority in Neopaganism. (December 2016)

• Record Type: Journal Article
• Authors: Rinallo, Diego; Maclaran, Pauline; Stevens, Lorna
• Other Names: Benton Raymond guest-editor.
• Is Part Of: Journal of macromarketing. Volume 36:Number 4(2016)
• Page Start: 425
• Page End: 442
• Publication Date: 2016-12
• Subjects: consumer culture -- consumer behavior -- markets -- globalization -- religion; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/0276146716655780
• Languages: English
• ISSNs: 0276-1467

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.