The Cultural Mechanisms of Holistic Practice in the U. S. Spiritual Marketplace

초록

New types of spiritual practices, such as Yoga or mind-body-spiritmeditation (i.e., holistic practice), have been flourishing in theUnited States in the spiritual marketplace. Little research, however,has been done concerning how the socio-cultural meaning of a selfis constructed through a cultural mechanism of spiritual practice andas an alternative choice of religiosity in a consumer-oriented culture,that is, the pluralistic spiritual marketplace. Based on the participatory observations and in-depth interviews ofintense mind-body-spirit practitioners at local holistic centers in theNorth East area of the United States in 2006, this research exploresthe socio-cultural meanings of spiritual practices as part ofalternative religious affiliation and an authentic self as theconstruction of an inner self in the pluralistic spiritual marketplace. The characteristics of consumer orientation in a spiritual marketplace highlight inter-personal connections, a new type of entrepreneurialleadership with egalitarian care, and visual-physical metaphysics. For holistic practitioners, the search for an experience of anauthentic self is crucial. However, the freedom of individual agencymay entail the contradictory-faces of individualism; flexibility ofheart versus self-entrapment.

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