THE CULTURE OF LATE CAPITALISM AND THE RELATIVIZATION OF RELIGIOSITY THROUGH THE FLUIDITY OF LIFESTYLE

Novaković, Nevena (2026) THE CULTURE OF LATE CAPITALISM AND THE RELATIVIZATION OF RELIGIOSITY THROUGH THE FLUIDITY OF LIFESTYLE. In: RELIGION AND CAPITALISM IN A GLOBAL SOCIETY: VALUES, IDENTITIES, AND POLITICS. Institut društvenih nauka, Beograd, p. 97. ISBN 978-86-7093-295-1

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Abstract

The culture of late capitalism not only promotes specific values, among which adaptability and flexibility are particularly important, but also presupposes the ideal neoliberal subject: the consumer. This raises the question of the survival strategies of religion in late capitalism, and the ways in which religiosity adapts to the market, consumer society, and the fluid, highly individualized life of the individual (Bauman). In the world of the new spirit of capitalism (Boltanski & Chiapello), capitalist virtues are highly valued: flexibility, adaptability, autonomy, constant mobility and networking, a project-based logic, and horizontality, with a particular emphasis placed on creativity and innovation (largely oriented toward the market), as well as the integration of all forms of critique.

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