{"product_id":"branding-bhakti-krishna-consciousness-and-the-makeover-of-a-movement-hardback-9780253054883","title":"Branding Bhakti; Krishna Consciousness and the Makeover of a Movement (Hardback) 9780253054883","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBranding Bhakti\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eKrishna Consciousness and the Makeover of a Movement\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eNicole Karapanagiotis (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780253054883\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 6 April 2021\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages, 56 b\u0026amp;w illus. - 56 Illustrations, black and white\u003cbr\u003e22.9 x 15.2 x 1.5 cm, 0.594 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eKarapanagiotis 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.\u003c\/p\u003e - Susannah Crockford (Nova Religio) \u003cp\u003eThe 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.\u003c\/p\u003e - Franz Winter - University of Graz (Religious Studies Review)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eHow 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? \u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eBranding Bhakti\u003c\/i\u003e, 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. \u003c\/p\u003e \u003cp\u003e\u003ci\u003eBranding Bhakti\u003c\/i\u003e 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments\u003cbr\u003eNote on Transliteration\u003cbr\u003eIntroduction\u003cbr\u003e1. A Brief History of ISKCON: 1965-present\u003cbr\u003e2. Contextualizing the Krishna Branders\u003cbr\u003e3. Krishna Gets a New PR Team: Branding ISKCON as a Meditative Social Club\u003cbr\u003e4. Branding ISKCON as the Heart of Yoga\u003cbr\u003e5. Krishna West: ISKCON Must Be Reinvented, Not (Just) Rebranded\u003cbr\u003eConclusion\u003cbr\u003eGlossary\u003cbr\u003eBibliography\u003cbr\u003eIndex\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"Indiana University Press","offers":[{"title":"Brand New","offer_id":52525340852504,"sku":"9780253054883","price":52.79,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/branding-bhakti-krishna-consciousness-and-the-makeover-of-a-movement-hardback-9780253054883","provider":"Freshly Printed Books","version":"1.0","type":"link"}