Abstract

This article examines the dynamics that have turned a recent Marian apparition on the window of a bank in Clearwater, Florida, from a local into a global phenomenon. Drawing from theories of globalization, we show how the apparition exemplifies what sociologist Roland Robertson refers to as the mutually implicative `universalization of particularism and the particularization of universalism'. Among the factors analyzed are global pilgrimage, transnational migration, mediascapes (particularly through the Internet) and the Vatican's New Evangelization initiative. On the basis of this case study, the article argues for the need to go beyond secularization theory - the dominant modernist approach to religion and social change - and to adopt a flexible, polymethodological framework that takes into account the complex, and often contradictory, relations between the local and the global and the mediating roles religion plays.