Hindu Buying/Hindu Being: Hindutva Online and the Commodity Logic of Cultural Nationalism

@article{Gopal2003HinduBB,
  title={Hindu Buying/Hindu Being: Hindutva Online and the Commodity Logic of Cultural Nationalism},
  author={Sangita Gopal},
  journal={South Asian Review},
  year={2003},
  volume={24},
  pages={161 - 179}
}
  • S. Gopal
  • Published 1 July 2003
  • Sociology
  • South Asian Review
A religion once marked by a multitude of "little traditions" and "strict locality"-manifold sects, intricate practices, a plentitude of gods and rituals-is now online. E-commerce sites like saranam.com, blessingsonthenet.com and ePrarthana.com now offer products and services that enable Hindus worldwide to perform their faith with the click of a mouse. These websites function on the premise that Hindu identity can be purchased: buy Hindu, be Hindu. This uniquely postmodern link between being… 

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