LEADER 01172nam a2200289 i 4500 001 991001568269707536 005 20020503123054.0 008 990416s1970 sp ||| | spa 035 $ab10239674-39ule_inst 035 $aLE01280297$9ExL 040 $aDip.to Lingue$bita 100 1 $aBalseiro, José Agustin$0393502 245 10$aExpresion de hispanoamerica /$cJosé Agustin Balseiro ; con un prologo de Francisco Monterde 250 $a2 ed. revisada 260 $aMadrid :$bGredos,$c1970 490 0 $aBiblioteca romanica hispanica ;$v7 500 $a2 v. 650 4$aLetteratura ispano-americana$xStoria e critica 650 4$aLetteratura Latino-Americana - Civilizzazione 700 1 $aMonterde, Francisco 907 $a.b10239674$b17-02-17$c27-06-02 912 $a991001568269707536 945 $aLE012 860.9 BAL 1$cV. 1$g1$i2012000008779$lle012$o-$pE0.00$q-$rl$s- $t0$u0$v0$w0$x0$y.i10289732$z27-06-02 945 $aLE012 860.9 BAL 2$cV. 2$g1$i2012000009172$lle012$o-$pE0.00$q-$rl$s- $t0$u0$v0$w0$x0$y.i10289744$z27-06-02 996 $aExpresión de Hispanoamérica$9184039 997 $aUNISALENTO 998 $ale012$b01-01-99$cm$da $e-$fspa$gsp $h0$i2 LEADER 03297nam 2200505 450 001 9910826011603321 005 20230715102646.0 010 $a0-253-05489-3 010 $a0-253-05492-3 035 $a(CKB)4100000011706933 035 $a(MiAaPQ)EBC6450152 035 $a(OCoLC)1202731748 035 $a(MdBmJHUP)musev2_100494 035 $a(MiAaPQ)EBC30448937 035 $a(Au-PeEL)EBL30448937 035 $a(EXLCZ)994100000011706933 100 $a20230715d2021 uy 0 101 0 $aeng 135 $au||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBranding Bhakti $eKrishna consciousness and the makeover of a movement /$fNicole Karapanagiotis 205 $a1st ed. 210 1$aBloomington, Indiana :$cIndiana University Press,$d[2021] 210 4$d©2021 215 $a1 online resource (288 pages) 225 0 $aFraming the global book series 311 $a0-253-05488-5 311 $a0-253-05490-7 320 $aIncludes bibliographical references and index. 327 $aIntroduction -- 1. A Brief History of ISKCON: 1965-Present -- 2. Contextualizing the Krishna Branders -- 3. Krishna Gets a New PR Team: Branding ISKCON as a Meditative Social Club -- 4. Branding ISKCON as the Heart of Yoga -- 5. Krishna West: ISKCON Must Be Reinvented, Not (Just) Rebranded -- Conclusion -- Glossary -- Bibliography. 330 $a"How do religious groups reinvent themselves in order to attract new audiences? How do they rebrand their messages and recast their rituals in order to make their followers more diverse? In Branding Bhakti, Nicole Karapanagiotis considers the new branding of the Hare Krishna Movement, or the International Society for Krishna Consciousness (ISKCON). Known primarily for their orange robes, shaved heads, ecstatic dancing on the streets, and exuberant Hindu-style temple worship, many contemporary ISKCON groups are radically reinventing their public presentation and their style of worship in order to attract a global audience to their movement. Karapanagiotis explores their innovative and complex approaches in both the United States and India by following three new ISKCON brands aimed at gathering new followers. Each is led by a world-renowned ISKCON guru and his global disciples, and each is promoted through a mix of digital and social media and the construction of an innovative "worship-scape." These new spaces trade ISKCON's traditional temples for corporate work-klife balance programs, posh yoga studios, urban spiritual lounges, edgy mantra clubs/lofts, and rural meditative retreat facilities. Branding Bhakti not only investigates the methods the ISKCON movement uses to position itself for growth but also highlights devotees' painful and complicated struggles as they work to transform their shrinking, sectarian movement into one with global religious appeal"--$cProvided by publisher. 410 0$aFraming the Global Series 606 $aBranding (Marketing) 615 0$aBranding (Marketing) 676 $a294.5512 700 $aKarapanagiotis$b Nicole$01595336 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910826011603321 996 $aBranding Bhakti$93916226 997 $aUNINA