How do religious groups reinvent themselves in order to attract new
audiences? How do they rebrand their messages and recast their
rituals in order to make their followers more diverse? In Branding
Bhakti, Nicole Karapanagiotis considers the new branding of the
Hare Krishna Movement, or the International Society for Krishna
Consciousness (ISKCON). Known primarily for their orange robes,
shaved heads, ecstatic dancing on the streets, and exuberant
Hindu-style temple worship, many contemporary ISKCON groups are
radically reinventing their public presentation and their style of
worship in order to attract a global audience to their movement.
Karapanagiotis explores their innovative and complex approaches in
both the United States and India by following three new ISKCON
brands aimed at gathering new followers. Each is led by a
world-renowned ISKCON guru and his global disciples, and each is
promoted through a mix of digital and social media and the
construction of an innovative "worship-scape." These new spaces
trade ISKCON's traditional temples for corporate work-life balance
programs, posh yoga studios, urban spiritual lounges, edgy mantra
clubs/lofts, and rural meditative retreat facilities. Branding
Bhakti not only investigates the methods the ISKCON movement uses
to position itself for growth but also highlights devotees' painful
and complicated struggles as they work to transform their
shrinking, sectarian movement into one with global religious
appeal.
General
Imprint: |
Indiana University Press
|
Country of origin: |
United States |
Series: |
Framing the Global |
Release date: |
April 2021 |
Authors: |
Nicole Karapanagiotis
|
Dimensions: |
229 x 152 x 22mm (L x W x T) |
Format: |
Paperback
|
Pages: |
288 |
ISBN-13: |
978-0-253-05489-0 |
Categories: |
Books
|
LSN: |
0-253-05489-3 |
Barcode: |
9780253054890 |
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