Dynamic connections of alternative religiosity and consumer society

Prekid s vrijednostima na kojima je počivala moderna otvorit će prostor za nove pojavnosti, a vrlo značajne će biti potrošačko društvo i alternativna religioznost. Jedno će se razvijati, usporedno s drugim. Potrošačko društvo će stvoriti plodno tlo za razvoj alternativne religioznosti stoga će principi na kojima počiva potrošačko društvo biti preslikani na alternativnu religioznost i njezino duhovno tržište. Otud i glavna ideja za predmet ovog rada: dinamične veze alternativne religioznosti i potrošačkog društva. Cilj ovog rada bio je istražiti postoji li povezanost između alternativne religioznosti i potrošačkog društva na mikrorazini, koja podrazumijeva razinu pojedinca. Mnoge teorije o povezanosti potrošačkog društva postoje na makrorazini, razrađenih velikih teorija o društvenim pojavnostima i promjenama, ali vrlo je rijetko u literaturi i istraživanjima povezanost ova dva elementa prisutna na razini pojedinca. U radu je prvo razrađeno pitanje potrošačkog društva, njegova razvoja, glavnih obilježja i opisane su njegove glavne sastavnice. Drugi dio teorijskog dijela rada razrađuje problematiku alternativne religioznosti, njezina razvoja, glavnih obilježja te su navedene glavne sastavnice. U posljednjem teorijskom dijelu navedeno je pet poveznica ovih dvaju istraživanih realiteta. Nakon teorijskog dijela slijedi kvantitativno istraživanje, provedeno metodom ankete na uzorku mladi u gradu Zagrebu (18-29 godina). U istraživanju je sudjelovalo 163 ispitanika (N=163). Istraživanje je provedeno i analizirano faktorskom, a zatim i regresijskom analizom kako bi se uočila moguća povezanost ovih dviju pojavnosti. Rezultati potvrđuju glavnu hipotezu koja glasi: Postoji povezanost između potrošačkih praksi i elemenata alternativne religioznosti. Iz glavne hipoteze izvedeno je sedam hipoteza. Od njih sedam šest je prihvaćeno s obzirom na to da je jedna hipoteza djelomično prihvaćena te je jedna odbačena. Istraživanje je pokazalo kako postoji povezanost ovih dvaju realiteta, ali njihova kompleksnost ne dozvoljava jednostrano zaključivanje o njihovoj povezanosti. S obzirom na to određeni su rezultati ostavljeni otvoreni kao pitanja i smjernice za daljnja istraživanja.The postmodern age was marked by numerous changes that preceded the modern age. The break with the values on which modernity rested will open space for new phenomena: consumer society and alternative religiosity. One will develop, along with the other. The consumer society will create suitable atmosphere for the development of alternative religiosity. Therefore, the principles underlying the consumer society will be mapped to alternative religiosity and its spiritual market. Hence the main idea for the subject of this paper is dynamic relations between alternative religiosity and consumer society. The aim of this paper was to explore whether there is a connection between alternative religiosity and consumer society at micro level. Micro level would mean the level of an individual. Many theories about the connection of the consumer society and alternative religiosity exist at the macro level, elaborated by large theories about social phenomena and changes, but it is very rare in literature and researches to find connections of these two element at the individual level. The paper first elaborates on the issue of consumer society, its development, main characteristics and main components. The second part of the theoretical part elaborates on the issue of alternative religiosity, its development, main features and its main components. The last theoretical part of the paper lists five levels or connections between these two researched realities. The theoretical part is followed by a quantitative research, conducted using a survey method on a sample of young people in the city of Zagreb (18-29 years), 163 subjects participated in the study (N=163). The research was conducted and analysed by factor and regression analysis to determine possible connection between these two phenomena. The results confirm the main hypothesis: there is a connection between consumer practices and elements of alternative religiosity. Seven additional hypotheses were derived from the main hypothesis. Of the seven, six were accepted, given that one hypothesis was partially accepted, and one was rejected. The research showed that there is a connection between these two realities, but their complexity does not allow a unilateral conclusion on their connection. Given this certain results have been left open as questions and guidelines for further research