RELIGION AND IDENTITY - THE CANADIAN, AMERICAN, AND BRAZILIAN CASES

Changing cultural conditions in three quite different settings-a highl y industrialized Canada, an increasingly post-industrial United States , and an industrializing Brazil-have led many observes to assert that the religious markets in the three countries are fairly open. However, an examination of affiliation patterns reveals that the traditionally strong religious groups in the three societies are succeeding in main taining monopolies. Identification with the long-established mainline churches remains both very stable and high, despite the activities and claims of religious competitors. Religious affiliation continues to b e largely inherited, complete with important social, psychological, an d emotional associations. Nevertheless, general cultural specializatio n has contributed to an accelerated inclination on the part of Canadia ns, Americans, and Brazilians to look to religious groups for highly s pecific services. These include programs with spiritual and social jus tice emphases, and rites of passage pertaining to birth, marriage, and death. Religious groups have responded to such market demands by expa nding their religious menus and, in the process, largely neutralizing the offerings of religious competitors. The result is very tight speci alized religious markets in all three countries. Identification prevai ls, but the related impact of religion at the level of the individual is extremely specific and limited.