ISBN 9788132107408,Social MarketingInfluencing Behaviors for Good

Social MarketingInfluencing Behaviors for Good


John Zavos



SAGE Publications Ltd

Publication Year 2012

ISBN 9788132107408

ISBN-10 8132107403

Hard Back

Number of Pages 536 Pages
Language (English)


Public Hinduisms critically analyses the way in which Hinduism is produced and represented as an established feature of modern public landscapes. It examines the mediation, representation and construction of multiple forms of Hinduism in a variety of social and political contexts, and in the process establishes it as a dynamic and developing modern concept. The essays in this volume are divided into themes that address different aspects of the processes that form modern Hinduism. The book includes discussions on topics such as ecumenical initiatives, the contemporary interpretation of particular sampradaya and guru traditions, modes of community mobilisation and the mediation strategies of different groups. It also provides India and diaspora-focused case studies as well as Snapshot views elaborating on different themes. Taking a critical approach to the idea of Hinduism and the way it becomes public, the book provides an interesting read on contemporary Hinduism.