The Buddhist Style in Consumer Culture: From Aesthetics to Emotional Patterns

This paper contributes to the sociological theorization of religious lifestyles in consumer culture, analyzing one of its most important identity markers: style. Based on a three-year comparative ethnographic research project into five convert Buddhist organizations in France and the Czech Republic, it finds that style is expressed through aesthetics with its adornment practices apparent in everyday life materializations of Buddhist symbols. The stylistic dimension is also found in practitioners’ attitudes towards Buddhism, as they may use the discourse of taste. Moreover, Buddhist style stands for the collective, coherent, and systematic emotional patterns expressed in Buddhist symbols, individual and collective experiences, and the ethics and behavior they display in everyday life. The paper also explores how this style is adapted to the educated, middle-class, city-dweller practitioners and how it respects dynamics of consumer culture with its emphasis on identity, style, and values of well-being, authenticity, and personal development.