{"title":"From a ‘good death’ to a ‘calm heart’: Buddhist retailing meets self-care in contemporary Japan","authors":"Hannah Gould","doi":"10.1080/13537903.2023.2193502","DOIUrl":null,"url":null,"abstract":"ABSTRACT This article explores how vendors of Buddhist goods, which are traditionally associated with death and funerary rites in Japan, have responded to religious decline by venturing into alternative spirituality, wellness, and home décor markets. Drawing on ethnographic fieldwork within Buddhist goods stores, I examine how retailers and artisans have begun re-orientating their business models and product lines from caring for the dead at acute moments of spiritual transition to caring for the living in their everyday conditions of loneliness and stress. By pushing products that generate affects of healing (iyashi) and a calm heart (kokoro), these actors forge a new corporate–spiritual philosophy and religious consumer subjectivity and, in so doing, seek to defend their market share and social relevance in an age of secularism, disconnection, and precarity. However, for commercial actors, the space between religion and spirituality can be surprisingly treacherous and this transition challenges their skills of ‘affective retailing’.","PeriodicalId":45932,"journal":{"name":"Journal of Contemporary Religion","volume":"38 1","pages":"203 - 224"},"PeriodicalIF":0.8000,"publicationDate":"2023-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Contemporary Religion","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13537903.2023.2193502","RegionNum":3,"RegionCategory":"哲学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"RELIGION","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT This article explores how vendors of Buddhist goods, which are traditionally associated with death and funerary rites in Japan, have responded to religious decline by venturing into alternative spirituality, wellness, and home décor markets. Drawing on ethnographic fieldwork within Buddhist goods stores, I examine how retailers and artisans have begun re-orientating their business models and product lines from caring for the dead at acute moments of spiritual transition to caring for the living in their everyday conditions of loneliness and stress. By pushing products that generate affects of healing (iyashi) and a calm heart (kokoro), these actors forge a new corporate–spiritual philosophy and religious consumer subjectivity and, in so doing, seek to defend their market share and social relevance in an age of secularism, disconnection, and precarity. However, for commercial actors, the space between religion and spirituality can be surprisingly treacherous and this transition challenges their skills of ‘affective retailing’.
期刊介绍:
Journal of Contemporary Religion is an international peer reviewed journal. Its purpose is to both document and evaluate the anthropological, sociological, psychological, and philosophical aspects of emerging manifestations of religiosity in any part of the world—whether within innovative movements or mainstream institutions. The term ''religion'' in the title of this journal is understood to include contributions on spirituality. Moreover, as the journal title suggests, the focus is on contemporary issues. Therefore, the editors of Journal of Contemporary Religion welcome submissions which deal with: classical topics in the study of religion, such as secularisation and the vitality of religion or traditional sectarian movements; more recent developments in the study of religion, including religion and social problems, religion and the environment, religion and education, the transmission of religion, the materialisation and visualisation of religion in various forms, new forms of religious pluralism, the rise of new forms of religion and spirituality, religion and the Internet, religion and science, religion and globalisation, religion and the economy, etc. theoretical approaches to the study of religion; discussions of methods in relation to empirical research; qualitative and quantitative research and related issues. The Journal includes reviews of books which reflect the above themes.