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Observing Hybridity and Marketizatio...

de Reals, Gaelle Boscals,

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Observing Hybridity and Marketization in Longqi Wenheng Temple - The Inclusion of American and Japanese Influences in Taiwanese Popular Religion /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Observing Hybridity and Marketization in Longqi Wenheng Temple - The Inclusion of American and Japanese Influences in Taiwanese Popular Religion // Gaelle Boscals de Reals.
Author:	de Reals, Gaelle Boscals,
Description:	1 electronic resource (86 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-04.
Contained By:	Masters Abstracts International86-04.
Subject:	Social change. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31527221
ISBN:	9798342120715

Observing Hybridity and Marketization in Longqi Wenheng Temple - The Inclusion of American and Japanese Influences in Taiwanese Popular Religion /
de Reals, Gaelle Boscals,

Observing Hybridity and Marketization in Longqi Wenheng Temple - The Inclusion of American and Japanese Influences in Taiwanese Popular Religion /Gaelle Boscals de Reals. - 1 electronic resource (86 pages)

Source: Masters Abstracts International, Volume: 86-04.

This thesis aims to explore a recent way of attracting visitors to the temple of Longqi WenhengTemple (Longqi Wenheng Dian 龍崎文衡殿), Longqi District, Taiwan. Since 2013, the templecommittee has been admitting replicas of pop culture movie icons like Marvel's Avengers, orParamount's Transformers into the main hall, together with the principal deity Lord Guan(Guandi 關帝) and others. This comes to complement the "cute" renderings of the gods derivedfrom Japanese kawaii(ke'ai 可愛in Mandarin) aesthetics present around the temple. I argue thatthese "hybridities" stand at the crossroads of several phenomena. Over the past hundred years,Taiwan has undergone rapid modernization, resulting in challenges to traditional communal tiesand tensions in the religious market. Far from witnessing this from the sideline, many templesand institutions, like Longqi Wenheng Hall, have taken to extend their reach across the island,gaining visibility through new marketing strategies. Among these is appealing to the popularityof Japanese and American culture, already present in Taiwan through shared history and media.This "hybridization" process thus becomes entangled with a re-packaging, or 'commodification',of religion for broader appeal. While highly successful as a marketing tactic, these practices alsotrigger debates, prompting concerns about authenticity or apprehensions linked to largeridentarian and social issues. I argue that Longqi Wenheng Hall navigates this by emphasizing thethematic ties and donation status of the aforementioned props, the whole of which participates inmaking it the local center it is today.

English

ISBN: 9798342120715Subjects--Topical Terms:

526824
Social change.

Observing Hybridity and Marketization in Longqi Wenheng Temple - The Inclusion of American and Japanese Influences in Taiwanese Popular Religion /
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520 $a This thesis aims to explore a recent way of attracting visitors to the temple of Longqi WenhengTemple (Longqi Wenheng Dian 龍崎文衡殿), Longqi District, Taiwan. Since 2013, the templecommittee has been admitting replicas of pop culture movie icons like Marvel's Avengers, orParamount's Transformers into the main hall, together with the principal deity Lord Guan(Guandi 關帝) and others. This comes to complement the "cute" renderings of the gods derivedfrom Japanese kawaii(ke'ai 可愛in Mandarin) aesthetics present around the temple. I argue thatthese "hybridities" stand at the crossroads of several phenomena. Over the past hundred years,Taiwan has undergone rapid modernization, resulting in challenges to traditional communal tiesand tensions in the religious market. Far from witnessing this from the sideline, many templesand institutions, like Longqi Wenheng Hall, have taken to extend their reach across the island,gaining visibility through new marketing strategies. Among these is appealing to the popularityof Japanese and American culture, already present in Taiwan through shared history and media.This "hybridization" process thus becomes entangled with a re-packaging, or 'commodification',of religion for broader appeal. While highly successful as a marketing tactic, these practices alsotrigger debates, prompting concerns about authenticity or apprehensions linked to largeridentarian and social issues. I argue that Longqi Wenheng Hall navigates this by emphasizing thethematic ties and donation status of the aforementioned props, the whole of which participates inmaking it the local center it is today.
520 $a Cette these vise a explorer une recente maniere d'attirer les visiteurs au Temple de LongiWenheng, dans le district de Longqi a Taiwan. En 2013, le comite du temple a commence ainclure des repliques d'icones de la culture populaire comme les Avengers (Marvel) ou lesTransformers (Paramount) dans la salle principale, aux cotes de la divinite principale Lord Guanet d'autres. Cela vient completer les representations 'mignonnes' des dieux, derivees del'esthetique japonaise kawaii(ke'ai 可愛 en Mandarin), presentes autour du temple. Je soutiensque ces « hybridites » se situent a la croisee de plusieurs phenomenes. Au cours du derniercentenaire, Taiwan a connu une modernisation rapide, entrainant une forte pression sur les lienscommunautaires traditionnels et des tensions dans le marche religieux. Bien loin de se contenterd'observer ces changements, de nombreux temples et institutions, tels que le Temple de LongqiWenheng, ont cherche a etendre leur influence a travers l'ile, gagnant en visibilite grace a denouvelles strategies marketing. Parmi celles-ci, on trouve l'appel a la popularite de la culturejaponaise et americaine, deja presentes a Taiwan a travers leur histoire commune et les medias.Ce processus d'« hybridation » devient ainsi etroitement lie a une reorganisation, ou« marchandisation », de la religion pour une plus grande attractivite. Bien que largement reussiesen tant que tactique marketing, de telles pratiques suscitent egalement de nombreux debats,particulierement autours de questions d'authenticite, ainsi que des apprehensions par rapport ades questions identitaires et sociales. Je soutiens que Longqi Wenheng Hall navigue cesquestions en mettant en avant les liens thematiques et le statut de donation des elementssusmentionnes, le tout participant a en faire un centre local prospere aujourd'hui.
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