A call to multiple arms!: protesting the commoditization of hindu imagery in western society
Over the past two decades, with the explosion of all things yoga, Hindu imagery has become part of an "Indo-chic" marketing trend, which has seen the mass production of henna, bindis, yoga mats, and "sari-esque" merchandise for Western consumption. Lunch boxes, nightlights, and T...
| Main Author: | |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Taylor & Francis
[2014]
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| In: |
Material religion
Year: 2014, Volume: 10, Issue: 1, Pages: 54-75 |
| Further subjects: | B
Authenticity
B Protest B Appropriation B Apology B Representation B Hindu imagery |
| Online Access: |
Volltext (Resolving-System) |
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| 245 | 1 | 2 | |a A call to multiple arms! |b protesting the commoditization of hindu imagery in western society |c Tanisha Ramachandran |
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| 520 | |a Over the past two decades, with the explosion of all things yoga, Hindu imagery has become part of an "Indo-chic" marketing trend, which has seen the mass production of henna, bindis, yoga mats, and "sari-esque" merchandise for Western consumption. Lunch boxes, nightlights, and T-shirts with the likeness of Hindu gods are popular sellers. While the appearance of these products is somewhat problematic due to their decontextualized nature, these commodities are not considered inherently disrespectful to the Hindu community. It is the emergence of Hindu imagery on other types of productsobjects considered polluting in certain Hindu contextsthat has been significantly more disconcerting. This essay highlights the connection between an asserted globalized Hindu community and Hindu imagery. It further explores how Hindu images are signified through the discourse of protest generated by diasporic Hindus in reaction to the representations of gods and goddesses on commoditiesin the North American, European, and Australian contextthat are deemed ritually impure. By examining the discourse of protest and the consequent apologies issued by the offending companies, this essay argues that new rituals and regulations for the appropriate usage and placement of divine Hindu images and symbols are established. | ||
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