This study has three aims. The first one is to review which Buddhist symbols are used in Rituals commercial “The Ritual of Laughing Buddha”, where Rituals is a cosmetic company, with a main focus on skin care. The second aim with my study is to examine how semiotic resources are used to depict Buddhist symbols based on multimodal critical discourse analysis, and the third aim is to examine how the concept of banal religion in the theory of mediatization can contribute to the understanding of the representation of Buddhist symbols. This paper will use a multimodal critical discourse analysis to examine the commercial and then analyze the material in relation to the theory of mediatization as described by Hjarvard. The semiotic resources made the Buddhist symbols appear explicitly and since several Buddhist symbols were found in the material, the concept of banal religion could be used as a theoretical focus and contribute to an understandning of how Buddhist symbols are used in the commercial. The results show that the commercial is not intended to convey a religious message, but was mainly used to connote emotions such as happiness, warmth and extravagance. Representation of religion is thus found in the commercial, but the Buddhist symbols are used in a different way, and are in a new context than from institutionalized religion.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-444117 |
| Date | January 2021 |
| Creators | Persson, Lovis |
| Publisher | Uppsala universitet, Teologiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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