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Who's Zoomin' Who? The Commodification of Buddhism in the American Marketplace
Is consumerism the new American religion? Is the market itself determining not only the students, but the teachers of Buddhism?
Today all the great religions are struggling to remain relevant in a modern world intoxicated by the appeal of consumerism. Buddhism, a quiet, apparently weak religion, has been losing ground over many decades in its own Asian homelands. Though evidently overmatched, Buddhism may well have hidden resources, adaptive features that could counteract the subtle messages of the Market. For one, today’s global village of consumers, increasingly alienated from their traditional world, may turn out to be fertile soil for the seeds of Buddhist thought to take root. We live a decentered existence, alienated from our natural environment and disembedded from our traditional communities, interconnected instead by invisible networks of communication, information, and trade in a virtual world that is at once inescapably present yet utterly insubstantial. The constantly shifting ground of this “advanced economy” has become a kaleidoscope through which we directly experience the insubstantiality, the transitoriness, and the dissatisfactory nature of all worldly life. And it isn’t just the virtuality of modernity that offers itself to the Buddhist view. The very unleashing of desire that fuels the consumerist vehicle can end up driving individuals down two possible Buddhist roads. For many, like Shakyamuni himself, the unhindered indulgence in objects of desire leads to the discovery that sensual gratification is not a reliable path to happiness. For the mind that is ripe and self-reflective, affluence undermines its own false promises, and many Westerners have come to Buddhism from disillusionment in the successful pursuit of worldly gratification. That disillusionment is the first phase of renunciation.
The second road is the tantric path, where the fuel of desire—produced in such abundance by the perpetual pump of consumerism—is poured directly into the fire of emptiness blazing in the furnace of a wisdom consciousness. As Lama Yeshe, who had a deep understanding of the Western context, put it, “The path of tantra is essentially one of transformation, and the principle of transformation of energy—on a material level at least—is well understood in the West. While the great explosion of desirous energy in this century is considered to be a serious obstacle to most spiritual paths, it is actually helpful for the practice of tantra, where desire is the fuel propelling us to our highest destination” (Introduction to Tantra, London, 1987, p. 26).
Does the dharma really need our protection? Does the ultimate truth need protection? If we really understand the dharma and its transformative power, isn’t every seed planted in every mind—regardless of the medium that delivers it—one more opportunity for awakening? When the consumerist beast bites down on this jewel, what will break, the diamond or the demon’s teeth? In the end, the question of the commodification of Buddhism comes down to a question of “who’s zoomin’ who”? Which way of life, Buddhism or consumerism, is stronger, vaster, more stable and encompassing? Which has the expansive power to co-opt and use the other to reproduce itself without itself mutating into the other?
Are there any guiding principles that can help contemporary Buddhists influence the direction of this process? Though the mantra of those engaged in creating modern Buddhism is “preserve the essence, abandon alien cultural artifacts,” the truth is that no one controls the outcome, because religions, like languages, evolve along their own unpredictable paths. Only time will tell what forms Western Buddhism will take. What is demanded of those who seek to preserve the authentic teachings is continuous mindfulness of the central values of the tradition, and a present awareness of the context in which we live and practice.
The values of renunciation, altruistic concern for the welfare of others, and realization of interdependence are by their very nature a revolutionary threat to consumer capitalism. The Market responds by co-opting and commodifying the social structures that express those values. Waking up to this tension leads us to questions that the monotheistic religions have been struggling with for centuries, but which most modern Buddhists have avoided: Is modern capitalism, with its retinue of social injustice, militarism, and environmental destruction, ultimately incompatible with the Buddhist way of being in the world? And if it is, what is a good Buddhist to do about it?
Those who work in the arena of socially engaged Buddhism have begun to grapple with these issues, but for the most part Western practitioners have sought in the dharma a refuge from the painful and seemingly intractable social ills that surround us. For Buddhists in the developed world, waking up to our true nature may have to include the recognition that our very leisure and fortune to pursue the dharma is dependent on a global economic system that leaves hundreds of millions of other people—with whom we are inseparably interconnected—wretchedly poor, hungry, and exploited. To turn our face away from the homeless beggar on our street corner because we are late for meditation may illustrate the most elegant finesse of the Market: to sell us a Buddhism that is so otherworldly and self-absorbed that we withdraw from the struggle to build a better world, and by default leave the Market to reign in every realm save that one little corner of our own mind.
Based on a wise understanding of our circumstances, we must bring skillful means to bear on the project of actually leading all beings out of suffering. This means drawing on the precious resources that Buddhism offers the world: its penetrating analysis of the sources of greed, self-grasping, and hatred, and its powerful methods for transforming the ingrained delusion that we are isolated from other beings into the direct experience of our interconnectedness.
If contemporary Buddhists wish to preserve the values that lie at the core of the tradition, if we seek to create a Western Buddhism that is at once true to the intention of the Buddha and appropriate to modern conditions, we must proceed with a clear-eyed awareness of the social, political, and economic context in which we live and practice. Once we awaken to where we are, we must take the responsibility to transform that world into a matrix of opportunity for wisdom and compassion, not just for ourselves but for all others. To purify and transform both our inner and outer conditions in this way is of course a very long-term project, one that faces many obstacles and will require continuous vigilance and persevering effort—not unlike and not separate from the struggle for personal liberation. ▼
David Patt is the author of A Strange Liberation: Tibetan Lives in Chinese Hands. He is currently editing Steps on the Path to Enlightenment: The Lam Rim Chenmo Commentary of Geshe Sopa, for Wisdom Press.
Images © A. Trayne; Anjali jacques Oule.
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In Western, capitalist societies we have the freedom to teach and the freedom to follow teachers who inspire us with no interference that I have ever seen or experienced. In Maoist China after the Chinese revolution, Tibetan Buddhists were murdered and today they continue to be persecuted and repressed. Yet Patt thinks capitalist America is a threat to Buddhism and that Marx offers insights on what's wrong with Buddhism in America. Where would he rather practice Buddhism? I think that sort of politicization of Buddhist teachings is not only silly but unproductive. Let's practice politics in more suitable venues.
Not that there aren't a lot of issues with the article, but I think what the author means about capitalism being a threat is that it is more of an existential threat. That is, that Buddhism won't be overtly destroyed as much as absorbed and in that process be fundamentally changed so that it is no longer Buddhism at all. So that in the end, the marketplace may succeed in destroying Buddhism through absorbtion where more repressive regimes like you mentioned may only succeed in pushing it underground where it may actually gain strength.
" a Buddhism that is so otherworldly and self-absorbed that we withdraw from the struggle to build a better world"
But isn't that what Buddhism has always been?
Seems to me that Buddhism builds into its practice and outlook and unparalleled degree of self-absorption.
That's why it fits so well with a consumer culture.
In all the universe there is nothing worth clinging to – just anicca, dukkha, anatta. That's basically what the Buddha allegedly taught. Seems to me that very few people are selling this message in the west, and fewer still are buying it.
PJL
www.trustinginbuddha.co.uk
I would think that a more fundamental question then"how do i find happiness?" would be" how do i survive? " In an environment of scarcity, hostility and violence all energy is consumed making it through the day. Happiness is not part of the equation.
I wonder if wanting Buddhism in the West to be pure right now is also part of our desire for everything to happen immediately. It makes sense to me that we in the West will take a long time arriving at the truth just the same as everywhere. People will give up desire as the answer to everything when they discover for themselves that it is not working--not when they hear a teacher talking about it. The West is engaged in a grand project of trying to solve everything with materialism and if this truly is a dead end we will discover it for ourselves. It seems to me that buying up the latest brand of Buddhism is a first feeble step in the right direction.
This is a challenging issue. I have been pursuing a career in professional blogging for two years now and have chosen the topic of understanding Buddhism for my theme.
On one hand, I truly wish to continue to get to the heart of what Buddhism is about; the core teachings vs. the religious additions, the cultural differences, the different types of meditation, and how it all relates to us in modern society.
On the other hand, I am determined to create a sustainable, location independent income from my blog in order to live the life of my dreams.
I have renounced the life of a consumer choosing to live as a transient in order to devote all my time to traveling to different sanghas and learn the wisdom of the Buddha. All the while, growing a business that will provide me with an income to live how I want.
As a result, I find myself with one foot in each of those worlds; that of a Buddhist ascetic and a student of capitalism.
This article is a great reminder of the challenges I will face as I become successful with my endeavors.
Omar Von Gimbel
The Kinesthetic Tiger
Omar has his finger on the pulse of this issue but he is only one blogger. There are so many versions of Buddhism belief and practise out there that to make Buddism a core belief system a person must first understand the subject. So herein lies the problem: how can we provide information on a scale that will appeal to people of average intelligence? We need many people to join us to ultimately mitigate the power of the Market and it's hight priest Advertising. Why not fight fire with fire and use Advertising to promote an understading of the Buddha's teachings to those who need them the most. Could an organization such as Tricycle with it's readers take the lead in such an advertising campaign?
Early on Shakyamuni addressed this issue and taught the middle way: letting go of extremism and following the path of wisdom and common sense.
Hunger is one of the ten life-conditions inherent in human life. Consumerism cannot exist without it. Spiritual hunger motivates many to seek Buddhism. Buddhism cannot exist without it.
A very good point. Like throught the ages people will come from all different paths either searching or stumbling upon the Dharma. And we can never tell what leads us to it....
Great article! So glad someone is addressing this issue with such detailed thoughtfulness of how we can completely miss the point of the real goal of Buddhism in a capitalist society.
Look at all the ads sitting next to this essay. I eagerly clicked on Dharmacrafts because I wanted to see if there were any new Jizo statues that I could give my mother (who finds them soothing). Is this the commodification that Patt is talking about?
My son, a computer scientist, helped me install adbuster on my PC. Now the space where all of those ads showed up is empty. Your form is my emptiness!
I don't see "bitterness". I certainly see things to consider and contemplate. I have been a Buddhist seeker for over 10 years now. This article made me look at the reasons I have found Buddhism so compelling. I honestly don't think that I was drawn to Buddhism for personal peace. I am now in the process of exploring my self centeredness and greed, my agenda, n layers. It sounds grim but it's a relief. I can say, "Oh, yes, there is the source of my (our) suffering." My current dilemma is action, where do I go from here? Oddly, tho, it's all OK.
Sally - I am sooo with you! Where do we go from here? I do recognize the irony of the advertising that is meant to lead us to the "right" path. But I also feel really confused by all of it. I know I really need a teacher and I think I'm ready so I regularly explore all those ads (and these articles, podcasts, etc., etc.) hoping to find the right connection for me. So the advertising can be a useful source of information, but I also find it troubling how much everything costs, how far I have to travel, how difficult it is to discern where the real wisdom is, what's worth my time and what's not, etc. etc. I do understand that everyone needs to make a living (me, too!) and this is the method of our current world. But it's really confusing. So for now I just take advantage of the many resources available at no or low cost and just keep trying to incorporate practice into my every day life. And, despite all the problems, disfunction and illness, the good news about our modern world is that there are so many free and low cost resources available and accessible to all. I do believe the old tenet "When the student is ready, the teacher will appear". Right now I try to look for teaching in every thing, message and person I encounter. And I also agree with you that "oddly, it's all OK". Interestingly, I have noticed that the more I try to learn and practice, the less likely I am to be seduced by the siren song of cultural frenzy and fear currently plaguing our world. This is nothing I'm working at, it just seems to be happening naturally. Suddenly I'm finding myself more of a passive or amused observer of peripheral noise rather than an active participant concerned for potential effects of the noise on my life. Maybe I'm just getting older and realizing that my remaining time on this planet is limited and I need to be more selective about where I focus my attention. Anyway thanks for sharing and for indulging my rambling.
It is helpful to consider and think about what has been said here. I have thought about these issues more than once. I do sense a strong feeling of bitterness in the writing which detracts from the message. Is it possible that sincere followers can sense the "hype" immediately-for the true path teaches that we should question everything.