Branding Bhakti

Krishna Consciousness and the Makeover of a Movement

Nicole Karapanagiotis

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English

Indiana University Press
06 April 2021

Oriental & Indian philosophy; Hindu worship, rites & ceremonies; Religious life & practice

Series: Framing the Global

How do religious groups reinvent themselves in order to attract new audiences? How do they rebrand their messages and recast their rituals in order to make their followers more diverse?

In Branding Bhakti, Nicole Karapanagiotis considers the new branding of the Hare Krishna Movement, or the International Society for Krishna Consciousness (ISKCON). Known primarily for their orange robes, shaved heads, ecstatic dancing on the streets, and exuberant Hindu-style temple worship, many contemporary ISKCON groups are radically reinventing their public presentation and their style of worship in order to attract a global audience to their movement. Karapanagiotis explores their innovative and complex approaches in both the United States and India by following three new ISKCON brands aimed at gathering new followers. Each is led by a world-renowned ISKCON guru and his global disciples, and each is promoted through a mix of digital and social media and the construction of an innovative ""worship-scape."" These new spaces trade ISKCON's traditional temples for corporate work-life balance programs, posh yoga studios, urban spiritual lounges, edgy mantra clubs/lofts, and rural meditative retreat facilities.

Branding Bhakti not only investigates the methods the ISKCON movement uses to position itself for growth but also highlights devotees' painful and complicated struggles as they work to transform their shrinking, sectarian movement into one with global religious appeal.

By: Nicole Karapanagiotis
Imprint: Indiana University Press
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm,
Weight: 426g
ISBN: 9780253054890
ISBN 10: 0253054893
Series: Framing the Global
Pages: 288
Publication Date: 06 April 2021
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Nicole Karapanagiotis is Assistant Professor of Religion at Rutgers University, Camden, NJ.

Reviews for Branding Bhakti: Krishna Consciousness and the Makeover of a Movement

Karapanagiotis skillfully examines the complex dynamic of a movement that originated in India with the specific mission of spreading throughout North America and Europe that eventually alienated its target converts. . . . This book will clearly be very useful for scholars of new religions, who will make up the majority of those wanting to know what happened with ISKCON after the lawsuits and scandals of the 1970s and 1980s. Students and scholars of religion and marketing in general will also find this book worth reading. However, it will also appeal more widely to a general audience because it is a well written and carefully argued study. - Susannah Crockford (Nova Religio) The book is a very welcome contribution to understanding one of the most prominent new religious movements. Due to its wide thematic grasp, it is both relevant for everyone interested in ISCKON and also for scholars who focus on topics such as the representation of religious content in the ever-changing media world and under the influence of secularization processes. - Franz Winter - University of Graz (Religious Studies Review)