Putting a Price on Zen: The Business of Redefining Religion for Global Consumption

Authors

  • Joshua A. Irizarry Bridgewater State University

DOI:

https://doi.org/10.5281/zenodo.1305896

Keywords:

Zen, marketing, commoditization, consumption, semiotics

Abstract

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.

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Published

2015-03-23

How to Cite

Irizarry, Joshua A. 2015. “Putting a Price on Zen: The Business of Redefining Religion for Global Consumption”. Journal of Global Buddhism 16 (March):51-69. https://doi.org/10.5281/zenodo.1305896.