Books > Humanities > Religion & beliefs > Non-Christian religions > Religions of Indic & Oriental origin > Hinduism
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Divine Enterprise (Paperback, New edition)
Loot Price: R1,263
Discovery Miles 12 630
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Divine Enterprise (Paperback, New edition)
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Through shrewd marketing and publicity, Hindu spiritual leaders can
play powerful roles in contemporary India as businessmen and
government officials. Focusing on the organizations and activities
of Hindu ascetics and gurus, the author explores the complex
interrelations among religion, the political economy of India and
global capitalism. McKean traces the ideological and organizational
antecedents to the Hindu nationalist movement. The Indian state's
increasing patronage of Hindu institutions makes competition
increases its support. Using materials from guru's publications,
the press and extensive field research, McKean examines how
participation by upper-caste ruling class groups in the Divine Life
Society and other Hindu organizations further legitimates their own
authority. With a selection of photographs and advertisements
showing icons of spirituality used to sell commodities from
textiles to cement to comic books, the work illustrates the
pervasive presence of Hindu imagery in India's burgeoning market
economy. It shows how gurus popularize Hindu nationalism through
imagery such as the goddess, Mother India, and her martyred sons
and daughters.
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