The problem of how the New Age may be defined is widely acknowledged among commentators. It is hard to delineate and does not fit easily into existing analytical categories. This paper will review how scholars have conceptualised the movement. It will discuss the problems inherent in attempting to specify its constituents, fix its limits, and characterise its organisational forms. The later sections advances the argument that some of its most distinctive characteristics may be accounted for by acknowledging the market dynamics at play in New Age milieux. It is proposed that the diffuse overall shape of the movement is the result of determinate commercial institutional arrangements.
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