Bibliographic record
Abstract
In this article, I argue that in contemporary neoliberal consumer societies, traditional religious missionizing activity is superseded by religious branding and marketing. An example of this at a national level is Estonia, a small secular society in Europe where the majority of the population defines itself as religiously unaffiliated. Over the last quarter-century, Estonia has been characterized by neoliberal reforms and governance and has seen the creation of a religious or spiritual marketplace. I examine three strategies for survival in this marketplace by using three examples: a native Neopagan association with legal status as a religious association; a Kriya Yoga community with legal entity status as a non-profit association; and a Neo-Tantric organization with legal entity status as a regular business enterprise. I show that despite the differences in their approaches, each case shows how branding and marketing are increasingly important for new religious groups seeking to establish a successful presence in contemporary neoliberal consumer society.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.005 | 0.006 |
| Scholarly communication | 0.005 | 0.003 |
| Open science | 0.000 | 0.004 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.007 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".