Online Strategies of Nonreligious and Atheistic Organizations in Croatia

Croatian society is traditionally and dominantly religious (Catholic), and there are few organizations that gather together nonreligious people and atheists. Starting from three theoretical perspectives on organized nonreligiosity (identity theory, cultural approach to social movements theory, and mediatization theory) this article’s aim is to analyze various strategies these organizations employ in the context of their online activities. The observed strategies function inwardly (forming identity and strengthening the intragroup solidarity) and outwardly (trying to attract new members and sympathizers and to ‘demystify’ nonreligiosity and atheism). The study is based on the content analysis (deductive and inductive) that included materials posted on web pages and official Facebook pages of nonreligious and atheistic organizations in Croatia. In the first phase materials were analyzed with respect to four predetermined strategies (competitiveness/ cooperation, minority discourse, religious mimicry, exposing religion), while in the second phase inductive analysis revealed three additional strategies (inversion, reclaiming patriotism, and reclaiming spirituality).