A call to multiple arms! protesting the commoditization of hindu imagery in western society
Bibliographic Data
| ID | 4317673 |
|---|---|
| Authors | T N Ramachandran (Wake Forest University, corresponding author), Tanisha Ramachandran (Wake Forest University, Winston-Salem, NC) |
| Year | 2014 |
| Volume | 10 |
| Issue | 1 |
| Pages | 54-75 |
| Publication date | 2014-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Material Religion (JOURNAL) |
| Journal identifiers | ISSN: 1743-2200 • E-ISSN: 1751-8342 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.2752/175183414x13909887177547 |
| OpenAlex | W2954311615 |
| Language | EN |
| Citations received | 1 |
| References cited | 11 |
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 products—objects considered polluting in certain Hindu contexts—that 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 commodities—in the North American, European, and Australian context—that 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
Aesthetics · Archaeology · Art · Context (archaeology · Hindu nationalism · Hinduism · Nationalism · Political science · Politics · Sociology · Anthropological Studies and Insights · History · Indian History and Philosophy · Law · Philosophy · Religious studies · South Asian Cinema and Culture
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,17 |
| Citation span | 2020 - 2020 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |