超觉静坐的引爆点:美国精神市场上名人的诱惑

IF 1.5 Q2 COMMUNICATION Popular Communication Pub Date : 2020-04-02 DOI:10.1080/15405702.2019.1634810
Corrina Laughlin
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引用次数: 0

摘要

摘要自2005年以来,电影导演大卫·林奇一直是传播超验冥想(TM)的最明显和最有力的支持者。超验冥想是Maharishi Mahesh Yogi在20世纪50年代末带到美国的一种实践。本文分析了大卫·林奇基金会与美国观众互动的面向公众的运营:网站、书籍和名人慈善音乐会,并列举了大卫·林奇基金会为营销TM而采取的两个举措,我断言,他们将TM定位为一种技术,而不是一种精神实践,我通过福柯的技术理论来理解这一点。其次,我认为他们利用名人的光环品质作为一种模式,为精神消费者打造TM品牌。最终,我声称,这些举措如何代表了美国精神寻求者在流行文化中被理解和营销的转变。
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Transcendental meditation’s tipping point: the allure of celebrity on the American spiritual marketplace
ABSTRACT Since 2005, the film director David Lynch has been the most visible and vocal proponent for the spread of Transcendental Meditation (TM), a practice brought to the United States by Maharishi Mahesh Yogi in the late 1950s. This paper analyzes the public-facing operations: website, books, and celebrity benefit concerts, through which the David Lynch Foundation interacts with its American audience and charts two moves that the David Lynch Foundation has made in order to market TM. First, I assert that they have positioned TM as a technique rather than a spiritual practice and I understand this through Foucault’s theory of techné. Second, I argue that they have leveraged the auracular quality of celebrity as a modality through which to brand TM for the spiritual consumer. Ultimately, I made claims on how these moves represent a shift in how American spiritual seekers are understood and marketed to in popular culture.
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来源期刊
Popular Communication
Popular Communication COMMUNICATION-
CiteScore
3.90
自引率
0.00%
发文量
15
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