Ню Eйдж култура и лайфстайл миграция от град към село: примери от всекидневието на една общност
New Age Culture and Urban-Rural Lifestyle Migration: Examples from the Daily Life of a Community

Summary/Abstract: This article presents and analyzes the results of fieldwork conducted in 2023 and 2024 in the village of O., the municipality of Mezdra, where for several years a community of urban-rural lifestyle migrants has been forming and growing. They come from diverse backgrounds and have various goals, but predominantly follow the spiritual teaching of Dunovism. Among their key values are: a healthy lifestyle in harmony with nature and the other people in the community; connecting with higher worlds and beings; self-observation and self-regulation. I analyze the practices and aspirations of the new settlers in the village of O., classifying them under the broader term “New Age”. I agree with Manova’s (2019: 5) thesis that New Age does not represent a specific group or system, but rather a collection of practices and ideas, often amorphous and syncretic, that can be found in countless configurations. Therefore, for the purposes of this article, I narrow the scope of the term “New Age”, examining it solely through the prism of lifestyle migration/mobility and the search for identity and autonomy. A theoretical discussion of the mentioned terms, supported by a series of examples from the daily life of the community, answers the research question: “What are the dimensions of New Age culture in a rural environment? How is this culture practiced and how does it affect the development of the village/region?” (e.g., organization of events dedicated to alternative education/healthcare/entertainment; attracting more settlers, etc.).

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