
Contents
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Introduction Introduction
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The Practice of Bricolage: Mediatization of Religions in Global Societies The Practice of Bricolage: Mediatization of Religions in Global Societies
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Prosperity Buddhism Prosperity Buddhism
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Buddhist Semantics, Practices, Designs, and Self-Optimization Buddhist Semantics, Practices, Designs, and Self-Optimization
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Buddhist Signifiers in the Field of Branding Buddhist Signifiers in the Field of Branding
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Conclusion: Buddhist Transformations in the Age of Late Capitalism Conclusion: Buddhist Transformations in the Age of Late Capitalism
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Notes Notes
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Further Reading Further Reading
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7 Globalized Forms of Buddhist Practice
Get accessInken Prohl is Professor of Religious Studies at the University of Heidelberg (since 2006). After studying at the Free University of Berlin, Keiō University, and the University of Tōkyō, she received her PhD in Religious Studies in 1999. For several years she has been conducting fieldwork in Japan, the United States, and Germany. Her research interests focus on modern transformations of Buddhism, the recent history of religions in Germany, Japan, and the United States, new approaches of “Material Religion,” as well as Sensory Experiences of Modern Spirituality. Together with John Nelson she published The Handbook of Contemporary Japanese Religions (Brill, 2012). Her publications also include Religiöse Innovationen: Die Shinto-Organisation World Mate in Japan (Reimer, 2005), Zen für Dummies (Wiley, 2010), and “Buddhism in Contemporary Europe” in The Wiley Blackwell Companion to East and Inner Asian Buddhism, ed. Mario Poceski, 2014).
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Published:19 May 2022
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Abstract
The observation that Buddhist semantics, aesthetics, and designs are an integral part of the articulation of promises of contentment, happiness, success, health, and luck, as well as personal advancement in the twenty-first century, raises several questions: Why are practices and narratives of Buddhism so popular when it comes to optimization and healing of the modern self? What are the reasons Buddhist signifiers are connected so closely to the practice of consumption? This chapter discusses the reciprocal interaction between Buddhist practice and the global modernity characterized by consumer capitalism, mediatization, and the pull of economics on social, cultural, political, and religious life. These interactions are illustrated using the examples of “prosperity Buddhism,” the transformation of practices of introversion—commonly called meditation—as well as the spread of Buddhist semantics, practices, and materialities in the field of marketing, branding, and consumption.
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