Abstract
The internet revolution and the process of “modern magical revival” (Drury, 2008: 13) have facilitated the spring of several religious communities in cyberspace. Their ways of organizing and communicating are subject of recent scholarly interest (Bako & Hubbes, 2011; Coco, 2011; Berger, 2010; Campbell, 2010). We propose an empirical analysis of online organizational rhetoric performed by Romanian and Hungarian “ethno-pagans” (Hubbes, 2011a). Present research is focusing on three Hungarian and three Romanian ethno pagan organizations’ legitimation strategies and online rhetoric style through a comparative content analysis of their official websites.
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