The cult of wealth: Religious practices of life coaching and creating millionaire subjectivity in Thailand

Abstract

Most studies in anthropology suggest that religious practice plays a significant role in promoting capitalism and entrepreneurship. However, this article focuses on non-religious areas and argues that life coaching programs, such as “The Mindfulness Map (fictitious name)”—a course at an institute in Thailand that teaches knowledge on developing wealth and is popular among entrepreneurs—create new forms of religious practice that promote wealth. This article uses the concept of subjectivity to understand how religious beliefs and faith support capitalist ideology. The phenomenon in which a life coaching program is rooted is the cult of wealth,” and the resulting religious practices and mystical worship give practitioners a sense of blessing and protection. Their interpretations of religious practices for wealth alleviate the sense of insecurity in Thailand’s capitalist system.