Divine Violence: The Ethics and Aesthetics of the Goddess-woman in the Abused Goddess Ad Campaign
In the fall of 2013, an ad campaign from the Mumbai-based agency Taproot exploded in popularity on social media and was featured on a variety of news sites, particularly in and the United States. The campaign, known as the Abused Goddess ads, depicted an iteration of the Goddess most accurately char...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Brill
2019
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| In: |
Journal of religion, media and digital culture
Year: 2019, Volume: 8, Issue: 3, Pages: 340-360 |
| Standardized Subjects / Keyword chains: | B
Hinduism
/ Goddess
/ Darshan
/ Woman
/ Domestic violence
/ Gaze
/ Advertising
/ Campaign
/ Ethics
/ Aesthetics
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| IxTheo Classification: | AD Sociology of religion; religious policy AG Religious life; material religion BK Hinduism, Jainism, Sikhism ZB Sociology ZG Media studies; Digital media; Communication studies |
| Further subjects: | B
Mahādevī
B Śakti B Visual Culture B Shame B Hindu goddess B Hinduism B Affect Theory B Darshan B gaze theory |
| Online Access: |
Presumably Free Access Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
| Summary: | In the fall of 2013, an ad campaign from the Mumbai-based agency Taproot exploded in popularity on social media and was featured on a variety of news sites, particularly in and the United States. The campaign, known as the Abused Goddess ads, depicted an iteration of the Goddess most accurately characterized as a Goddess-woman, a divine-human hybrid figure possessing both the divine power of shakti and the vulnerability of human women. Stylized in the “canonical” images of the Goddesses Lakshmi, Saraswati, and Durga, the Goddess-women were shown as bruised victims of domestic violence. The Abused Goddess ads precipitated and codified the contemporary depictions of the Goddess-woman whose later iterations appear in the work of numerous digital artists. In particular, the ads exemplify an aesthetic that harnesses the power of shame and the mingling of gazes to further a secular-humanist ethic at the expense of devotional experience. |
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| ISSN: | 2165-9214 |
| Contains: | Enthalten in: Journal of religion, media and digital culture
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| Persistent identifiers: | DOI: 10.1163/21659214-00803003 |