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.
"},{"@language":"ja","@value":"本稿は、現代社会に大きな影響を与えている消費という問題に注目して、マーケット論的視点から消費社会における現代宗教の変容を理論的に論ずることを目的としている。まず、宗教社会学理論において著名なＲ・スタークの経済的マーケットモデルを批判的に検討する。その上で、彼のモデルに代えて、ベビー・ブーマーたちの宗教意識とアメリカの宗教状況を明らかにしたＷ・ルーフの「スピリチュアル・マーケットプレイス」という概念と「探求」という心理的な志向性に注目する。次いで、現代社会の消費をめぐる議論を紹介しながら、「セラピー的な自己」とそれをターゲットとした聖地巡礼ツーリズムを検討する。最後に、宗教的マーケットと世俗的なそれとの融合という状況において出現している「軽い宗教」の存在が示すように、世俗化か再聖化か、という二項対立的な理論的議論は消費社会における宗教の変容の理解には有益でないことを示唆したい。
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