Pop religion in Japan: Buddhist temples, icons, and branding

Elisabetta Porcu

研究成果: ジャーナルへの寄稿学術誌査読

13 被引用数 (Scopus)

抄録

The need manifested by Japanese Buddhist organizations to present themselves as "modern" forces that are relevant to present-day society seems to be central in shaping their communication strategies. In this regard, one interesting aspect is represented by religious institutions' attempts to "brand" themselves to enhance their profiles and visibility, specifically by drawing on popular culture formats. Based on fieldwork in Japan, I examine the use made by Japanese Buddhist institutions of these formats in their attempt to revive Buddhism and make its teachings attractive to an audience greater than the elderly parishioners who still maintain contact with their temples, mainly for funerary rites and other memorial rituals related to the ancestors.

本文言語英語
ページ(範囲)157-172
ページ数16
ジャーナルJournal of Religion and Popular Culture
26
2
DOI
出版ステータス出版済み - 1月 1 2014

!!!All Science Journal Classification (ASJC) codes

  • カルチュラル スタディーズ
  • 宗教学

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