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...

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Bibliographic Details
Authors: Bao, Jiemin 1952- (Author) ; Willis, William M. (Author)
Format: Electronic Article
Language:English
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Published: [publisher not identified] 2022
In: Journal of global buddhism
Year: 2022, Volume: 23, Issue: 1, Pages: 46-62
Standardized Subjects / Keyword chains:B Buddha 563 BC-483 BC / Usage / USA / Advertising / Cultural appropriation
IxTheo 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
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Description
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.
ISSN:1527-6457
Contains:Enthalten in: Journal of global buddhism
Persistent identifiers:DOI: 10.26034/lu.jgb.2022.1992