Transformation of Modern Religion in Consumer Society

Abstract

The aim of this paper is to discuss theoretically the transformation of modern religion in consumer society from the viewpoint of the market, focusing on the influence of consumerism on society. First of all, R. Stark's famous economic market model in the theory of sociology of religion shall be critically discussed. Instead of his model, I will pay more attention to W. Roof's “spiritual market place” and “psychological quest orientation.” These ideas can be useful in analyzing religious trends in advanced industrial societies, even though these concepts were originally drawn from the analysis of the religious consciousness and behavior of Baby Boomers. Then I will discuss a concept of “therapeutic self,” and religious tourism seemingly targeting that self, referring to the argument of consumption theories. Finally, I would like to suggest that when karui-shūkyō, or “floating religion” emerges in the situation where the religious and non-religious market merge, the dichotomous theoretical argument―either secularization or sacralization―is not useful for examining religious transformation in consumer society.