The Cultural Appropriation of Buddha in American Advertisements
Employing a mixed qualitative and quantitative method, this paper explores why and how Buddha is being reimagined, appropriated, and baked into American advertisements, as well as what underlying values inform such a practice. Building upon previous scholars’ work, we argue that Buddha-branded adver...
| Published in: | Journal of global buddhism |
|---|---|
| Authors: | ; |
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
[publisher not identified]
2022
|
| In: |
Journal of global buddhism
|
| Standardized Subjects / Keyword chains: | B
Buddha 563 BC-483 BC
/ Usage
/ USA
/ Advertising
/ Kulturelle Aneignung
|
| RelBib Classification: | AD Sociology of religion; religious policy AG Religious life; material religion BL Buddhism KBQ North America KCD Hagiography; saints ZG Media studies; Digital media; Communication studies |
| Further subjects: | B
advertisements
B Buddha B Appropriation B Social groups B goods B secular spirituality B Identity B cultural principles |
| Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Summary: | Employing a mixed qualitative and quantitative method, this paper explores why and how Buddha is being reimagined, appropriated, and baked into American advertisements, as well as what underlying values inform such a practice. Building upon previous scholars’ work, we argue that Buddha-branded advertisements cater to all socio-economic classes not just the elite. Buddha is used as a spiritual resource to promote desire, reinforcing rather than challenging consumer culture. Buddha-branded advertisements are shaped by American cultural principles, and in return, the advertisements reshape various facets of identity and everyday American life. |
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| ISSN: | 1527-6457 |
| Contains: | Enthalten in: Journal of global buddhism
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| Persistent identifiers: | DOI: 10.26034/lu.jgb.2022.1992 |