Abstract
Although women and men identify as "spiritual" in similar numbers, far more women participate in the holistic milieu. We seek to solve this "gender puzzle" by fleshing out the gender scripts the holistic milieu fosters, and their varying relationships to the wider gender order. Surveying existing scholarship, we show that, for women, participation serves to naturalize a script of postfeminist femininity that combines gender essentialism with politically liberal commitments, is consonant with "difference" feminism, and holds an accommodationist relationship to the wider gender order. By contrast, for men, participation in the holistic milieu naturalizes a script of feminine masculinity (or male femininity) that, while also shaped by postfeminist culture, is comparatively counter-hegemonic, embodying a more radical challenge to the current gender order. This theoretical perspective enables us to explain not only why more women than men participate in the holistic milieu, but also why some women opt out, while some men opt in. Furthermore, it illuminates the pivotal place of gender in ongoing trends in the religious, and increasingly spiritual, landscape.
