Shoppers in the Spiritual Supermarket: A Quantitative Study of Visitors to Scandinavia’s Largest Alternative Fair

Abstract

Presenting data from a quantitative survey (N=362) at ‘The Great Alternative Fair’ in Lillestrøm, Norway, this article explores the demographic and religious profiles of the ‘customers’ in the ‘spiritual marketplace’. Many adhere to ideas that are historically associated with different religious traditions. At the same time, there are strong positive statistical correlations between belief in alternative ideas, such as healing, reincarnation, channelling, and clairvoyance. This indicates that such ideas constitute a clustered and shared set of beliefs. Against this background, the article questions the widely held assumption that people who are oriented towards alternative spiritualities are independent of institutions and authorities and it argues that they are informed to a large extent by a set of collective resources. It is suggested that the marketplace, which constitutes a common framework of interaction, plays a key role in connecting various ideas and actors and in creating a common ideological profile.