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| Putting a Price on Zen: the Business of Redefining Religion for Global Consumption | ||
| 作者 | Irizarry, Joshua A. |
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| 出處題名 | Journal of Global Buddhism |
| 卷期 | v.16 |
| 出版日期 | 2015 |
| 頁次 | 51 - 69 |
| 出版者 | Journal of Global Buddhism |
| 出版者網址 | https://www.unilu.ch/en/faculties/faculty-of-humanities-and-social-sciences/institutes-departements-and-research-centres/department-for-the-study-of-religions/ |
| 出版地 | Lucerne, Switzerland |
| 資料類型 | 期刊論文=Journal Article |
| 使用語言 | 英文=English |
| 關鍵詞 | Zen; marketing; commoditization; consumption; semiotics |
| 摘要 | Over the past several decades, Zen has become a mark of global cosmopolitanism. Largely divorced from its religious context, the word “zen” appears in many languages with a remarkable diversity of accepted meanings and usages. In this paper, I outline the historical and cultural factors which have contributed to the dramatic semiotic transformation of Zen in the popular imagination and international media over the past century. I demonstrate that ideas about Zen have evolved through strategic cultural and linguistic associations, and show how the resulting polysemy has led to Zen becoming an ideal marketing byword – one that is freely appropriated and commoditized in a manner that differentiates Zen from almost all other religious traditions. I further suggest that for the Japanese Zen sects, the global popularity and cosmopolitan appeal of Zen has come hand-in-hand with a decentralization of traditional authority and a challenge to the clergy’s role in shaping the future development of Zen. |
| 目次 | Planting the Roots 53 A “Zen” Explosion 57 The Zen of Corporate Marketing 59 A Strange Animal, Indeed 61 Is Zen a Brand? 63 Conclusion 66 Acknowledgements 67 References 67 |
| ISSN | 15276457 (E) |
| 點閱次數 | 71 |
| 建檔日期 | 2017.01.13 |
| 更新日期 | 2017.07.20 |
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