Original scientific paper
https://doi.org/10.31337/oz.81.4.4
Self–Help as Commercialized Spirituality: An Analysis of New Age Discourse and Persuasion on Self–Help YouTube Channels
Mihaela Matijević
; Sveučilište Sjever, Koprivnica, Hrvatska
*
Luka Šikić
; Hrvatsko katoličko sveučilište, Zagreb, Hrvatska
Ksenija Dumičić
; DOBA Business School, Maribor, Slovenija
* Corresponding author.
Abstract
This study examines self–help as an operative dimension of New Age spirituality on
YouTube. New Age spirituality, merging esoteric and psychotherapeutic traditions,
is recontextualized in contemporary socio–economic contexts, framing individual responsibility
and self transformation as core tenets. We study four leading Croatian
self–help channels — Safari duha, Anita Luis Osobni razvoj, Bojana Svalina, and
Put u središte sebe — using a mixed methods approach. In the quantitative phase,
meta–data (titles and descriptions) from 2,693 videos were analyzed. Video titles
show pronounced personal branding and frequent New Age terms (e.g., meditation,
manifestation). Descriptions reveal creators leveraging personal websites and social
media for market positioning, while paradoxically disclaiming accountability despite
promoting individual agency. Sentiment analysis uncovers a dominance of negative–
emotion words, notably “fear,” as an affective engagement strategy. In the qualitative
phase, eight videos were coded against Cialdini’s six persuasion principles. Persuasive techniques are most common on Safari duha and Anita Luis Osobni razvoj,
moderate on Bojana Svalina, and similar on Put u središte sebe. Cialdini’s principles
appear across channels in varying proportions. These results suggest that targeted
persuasion, rooted in New Age discourse, significantly enhances channel visibility
and audience engagement.
Keywords
self–help; New Age spirituality; neo–liberal individualism; sentiment analysis; commodification of spirituality; analysis of persuasion; natural language processing
Hrčak ID:
349808
URI
Publication date:
1.10.2026.
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