Consumer Individualism and Community Orientation Among Protestant Churches

Abstract

This dissertation addresses a question central to the sociological study of American culture: Is community involvement in American society being overwhelmed by rising individualism? How is the tension between individual needs and community demands being resolved in contemporary American culture? In order to investigate these questions, I will focus on the interaction of religious institutions within their societal contexts. I will examine religious contributions to society, and social influences upon religious groups—either to community solidarity or to the prioritization of the individual. I gathered data from Protestant churches in five states on the West Coast and in the Midwest. These consisted of predominantly non- denominational churches, but also including several denomination affiliated churches as well. My methods include participant observation, interviews of staff and church attendees, and analysis of documents and church website content. The patterns I have observed in the churches that I studied mirror the tension between these values in society at large. I focus on the role of religious institutions as a reflection of two ideal types of American citizens, each holding a particular set of values. This research in Protestant churches will contribute to broader conversations among sociologists regarding individualism, community involvement, and the relationship between religion and culture.