The Self-representation of Secular Spirituality Movements in Virtual Space: The Case of Lithuania

Abstract

In the second half of the 20th century, along with the alternative New Age spirituality movement, the practice of self-improvement became widespread, and by the end of the 20st century it had become extremely widespread, permeating the most diverse areas of life in the Western world, practically becoming a mass cultural phenomenon. Accordingly, it can be described as a secular phenomenon with minimal links to traditional spirituality: the concept of spirituality has changed significantly, is often not linked to transcendental ideas and is focused on the self and self-improvement and the search for personal well-being and happiness. Relevant practices in the 21st century are particularly widespread in Lithuania. The Self-representation of Secular Spirituality Movements in Virtual Space The article examines the peculiarities of the self-presentation of spiritual self-improvement practices in Lithuania. The self-presentation of the phenomenon in virtual space is analysed and texts written by some service providers are studied. Aspects of the social communication of spiritual practices in the online space are examined from the perspective of linguistic analysis and marketing, and spirituality practices are distinguished and discussed. In this context, the needs–wants–demands relationship emerges, along with the need for self-actualisation. The online descriptions of the services offered by providers of spiritual practices are constructed according to commercial logic. The results of the linguistic analysis correlate with the findings of previous researchers about the orientation of the offered spiritual practices towards self and secular practices.