Marketing Eastern Religious Traditions

Minorities make up one-third of the US population. These minorities in turn, spend $1.3 trillion every year in US markets. One of the most serious and explosive issues in the US today is how to meet the needs of culturally and linguistically diverse people. In a world more interconnected than ever, the responsibilities and obligations the US shares with the rest of the world remain matters of debate. With visions of clashing civilizations and misguided cultural relativism, the US hopes to claim a new tradition of creative exchange and imaginative engagement across lines of difference. With Eastern religious traditions intermingled with Western traditions in the New World, there is a tremendous demand for knowledge in order to meet the unique needs of these citizens, customers and clients.

Merely recognizing differences such as language, geographic location, and religious/sexual orientation is not enough. While no one can deny these factors play a role, differences in attitudes, expectations, and the nature of social structures and relationships are of greater concern.  Minorities of Eastern religious traditions are driven by the practice of and desire for virtuous behavior, whereas Western cultures are more interested in the belief and pursuit of truth. This concept can be seen in written materials.  The readers (who will likely see the work of the author) will influence the subject.  In some cultures, readers may accept a writer's statements with little or no questioning.  With English speakers, readers expect the writer to reach out to them by being accurate, fair, interesting, and clear.

Millions of Eastern cultured students will not obtain the education necessary for full participation in the economic and civic life of US. The differences in school performance are attributed in the difference in life experiences between groups.  The worlds in which children of different cultural and socioeconomic groups live do not encourage the same beliefs and attitudes nor do they emphasize the same skills. By ignoring the differences between children (their experiences, their beliefs, their traditional practices), US schools are limiting their own ability to educate these children.  Until US accepts this reality and acts to make the necessary changes, these differences will continue to have effects in modern life for these minorities by preventing the natural process of cultural development.  Instead, retention of old tradition is being promoted.

In addition, there are important traditions that are tied with historical and geographical circumstances.  Eastern religious traditions involve various philosophical or religious movements in places such as Iran, India, China, and Japan:  Hinduism, Sufism, Confucianism, Taoism, Legalism, Buddhism, Zen Buddhism, Maoism, Jainism, and Shinto are all within the structure of Eastern Philosophy.  Obviously, philosophies that make up individual characteristics are carried by immigrants into the US.  These unique traits often effects modern life in America.  All human beings are sexual creatures.   Very few, if any, the whole area of sexuality and relationships is not of interest and concern.  Western thinking allows for modern sexual ethics to continue to be engaged in a search for truth rather than just accepting what previous generations have handed down.  American women are liberated in this way, compared to women of Eastern cultures.  Modern understandings of science as well as knowledge of human bodies, psychology and the emotional and affective side of human being need to take precedence over ancient sexual taboo inherent in some Eastern religious traditions.  US, on the other hand, have learned to take advantage of such concepts as Tantra and the Kama Sutra to its liking.  US have played on the exotic image of the East rather than on the obvious differences in philosophies that has continued to plague Eastern cultured people of this country.

There are major differences in the two worlds.  Western philosophies attempt to describe and categorize the universe from a detached, objective viewpoint.  Eastern philosophies, on the other hand, typically hold that people are an intrinsic and inseparable part of the universe.  Eastern religious traditions tend to be less concerned with the existence or non-existence of gods. Eastern traditions have supernatural spiritual beings and even powerful gods. These gods are then not seen as separate from the universe, but rather as a part of the universe. Conversely, most Eastern religions teach that ordinary actions can affect the supernatural realm.  Hence, this influence can be seen in movies such as Crouching Tiger, Hidden Dragon.  US has learned to use such differences to benefit its economy.

Acknowledging these unique factors are important and necessary in enticing consumers of different background and tastes. By incorporating Eastern religious tradition into the Western formula, US will continue to bank on the lucrative market but fail in providing acceptance into society.  The movie industries, the food market, social culture mediums have all seen a glimpse of how diversity effects modern life in US.  Current social ethics must inevitably balance universal barriers with respect for particulars in order to gain universal acceptance.  Encounters across national, religious and other forms of identity would mean introduction of new concepts and ideas.  Living together entails getting used to one another. There is a widespread but unexamined assumption about identity, difference and morality.  There have been many modern attempts to integrate Western and Eastern philosophical traditions.  Scholars of religion are always interested in questions pertaining to the transmission of ideas from one faith to another.

Minorities will challenge fashionable theories of irreconcilable differences with a practical and pragmatic worldview that revels in difference and the adventure of a shared humanity.  However, Western US will continue to bank on those differences.  This will likely make unification almost impossible.  There will always be a separation between East and West as a result.

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