This article discusses the sociological understanding of popular religion by first exploring the theories of Gramsci. It then critiques this approach by arguing that the social construction of popular religion in contrast to institutionalized religion is not as clear cut in our late modern, multi-faith and global world as it was in the early modern period. Indeed, through consumer culture, some institutionalized religions are now reaching for the popular. Through the use of new Internet methodologies (e.g. Ngram Viewer), the article explores the various understandings of the words popular religion, mysticism and spirituality. It discovers that the usage of these words has evolved over time and reflects wider socio-cultural changes. The article then argues that spirituality (technical or unchurched) can be sociologically understood as an outcome of two processes that intertwine within late modernity; that is the gentrification of popular religion and the democratization of mysticism. Downloaded from Current Sociology of the established religion to their own liking, bringing eclectic elements into a syncretic set of beliefs from other religions that are not officially recognized, or simply by following a previous religion in opposition to a new official one. In Parker's (1998: 205) view, '[u]nlike the [official] religion of reason characteristic of the intellectual elites and clergy, popular religion is a religion of rites and myths, of dreams and emotions, of body and the quest for this-worldly well-being'.The concept 'popular religion' is difficult to define from a social-scientific point of view (Martin, 2009) as what is meant by popular religion is context-dependent. For example, in a location where there is a sharp contrast between an urban and rural setting, the official religion is often dominant in cities whereas popular religion (e.g. syncretic aspects of Catholicism with nature religion or animism) tends to be practised more in villages and among illiterate peoples. However, this does not stop urbanites from tapping into popular religion and seeking the help of, for example, a spiritual healer who will perform alternative rituals to the ones performed within institutionalized religion. Another context is that of a colonized country in which the official religion is the one brought by the new dominant ethnic group, and popular religion is the one practised by the dominated ethnic group (see below). Although popular religion comprises a multitude of unorganized elements, often in contradiction, some theorists define popular religion not in terms of a urban/rural divide or a colonial context but specifically with regards to class divide; the upper class belonging to official religion and the lower to popular religion. These theorists, following the legacy of Gramsci, sometimes see popular religion as a form of contestation against dominant culture.This article first uses the theories of Gramsci in a western setting as a point of entry to the debate on how to theorize popular religion. It then unpacks the li...