New Spirituality in the Church of Sweden

In this essay, I research and discuss new spirituality (or what is commonly known as New Age) within some congregations in the Church of Sweden, Gothenburg. I question how and why this new spirituality has come to be accepted in parts of the Church. My hypothesis is that the church is a part, and a reflection, of a larger change throughout society, and I claim that this change depends much on the individualization and globalization during the last decades. The research is conducted through interviews with representatives from the Church of Sweden who are in charge of new religious activities. During these interviews we discuss their views on the change that has already taken place and is going on today. The interviews are then analyzed by applying rational choice theory on them. I discuss whether the Church can be seen as a producer of goods and services and if the churchgoers can be seen as consumers of these goods and services. I also investigate however these new religious movements within the church can be seen as a tactical move to lure in new customers. During my research I have found that the Church indeed seems to want new products in its’ lineup, however, it is not as predictable as I first thought. A lot of the time my informants express themselves in ways that can only be described as vague, and the impression is that they perhaps do not have a clear plan. Another result is that though they do not seem to be in the business of active evangelization they do want to broaden their appeal. It is somewhat contradictory