Review Of Alisa Schubert Yuasa's 'Commercialization Of Religion'

Akash Gadde

Mrs. Sweeney

10th Honors Literature

18th April 2017 Annotated Bibliography

In “The Commercialization of Religion” (2014), Alisa Schubert Yuasa argues on the concept of commercialization of Hinduism by providing real life examples that she had experienced. Yuasa alludes to how Hinduism has changed over the years by providing a flashback of her childhood and how she loved the culture and the beauty it represented. Yuasa then takes us to her present time and explains how people who call themselves priests come to her and insist on performing a pooja (ritual) without her permission. After this, these so called “priests” demand money due to their blessing, and rejection to this demand is followed by emotional blackmail saying that

She strengths this point by saying that the government is bringing the public and the commercial world closer to Hinduism to increase the worlds interests in the religion. India has been developing new ways to introduce Hinduism to the world and now the government thinks they have done something revolutionary when they actually initiated the world-wide spread of commercialization of Hinduism. People took advantage of Hinduism and used it in an improper way which is now seen as a norm in the society. Forcing the globalization of Hinduism opened up a new market for businesses and markets all around the world. Rather than promoting the wonders and intricacy of Hinduism, it led to the labeling of the religion as a brand. Though at first the intentions of the government were not wrong it slowly went downhill from there. Nanda explains that the government conformed to the new view on Hinduism and now is making agreements to continue this pathway for the government’s own selfish reasons. As Hinduism continues to expand, it is not expanding in the way that it should as a

Many of the participants in the “Color Run” say that the incorporation of colors into the event is not related to the Hindu festival of Holi. Some argue that because religious festivals have been around for a long time, it was only a matter of time before they are exploited for commercial reasons. By using the meaning and image behind the festival of Holi, which is unity and equality, the event has solicited thousands of pounds in donations. While the run can be seen as a good cause, this provides a leeway to companies and brands to further commercialize religious festivals. The article also points out that events such as the “Color Run” take away the auspiciousness of Holi, and what the festival means. By associating Holi with an exercise and by celebrating it all year long, it is no longer a festival that carries the history of Gods but rather entertainment. The article ends with saying that globalization of festivals is accepted, because of its appeal to a newer generation, but that people should be mindful of what is religion and culture and if they are appropriating