Communicating Hinduism in a Changing Media Context

Abstract

New media forms have a range of implications for the way in which the Hindu community is conceived and Hinduism is practiced. Oral modes of communication continue to have a significant role in the communication of Hinduism, however, Hindus have also made effective, and often innovative, use of all media forms. The use of print made by Hindu reformers, such as Rammohun Roy, was an important feature in the conceptualization of Hinduism as a 'world religion'. Print technology also made possible the proliferation of visual images, which have now become incorporated into the devotional practices of many Hindus. Hindus have also developed unique genres in film and television, drawing on the rich narrative traditions of Hindu mythology. Hinduism can also be found in cyberspace. Online darśan, online p uj a services and other uses of the Internet have enabled Hindus, both in India and in diaspora, to maintain a connection with gurus, sacred places and other aspects of tradition. These developments in communication technologies are important in understanding Hinduism today, and the way in which it has evolved in a global context. vitality; the sacred word springs to life and exerts power when it is spoken and heard'. Consequently, oral modes of communication continue to play a significant role in the perpetuation of the Hindu tradition. It is still possible, for example, to hear a recitation of the R am aya _ na 1 Nonetheless, Lipner's observation suggests that changes in the mode of communication have a significant impact on the meaning of the message. Marshall McLuhan (2001, p. 7) has suggested that 'the medium is the message'. In other words McLuhan argues that we should be more attentive about how meaning is communicated, rather than simply what is being communicated. McLuhan suggests that media can be considered as 'the extensions of man', which now embrace the globe, and that this has major implications for all aspects of society and culture.The changing media context has implications for religious practices and beliefs. Religion has not disappeared from the public sphere and has not become a purely individual phenomenon relegated to the private sphere (see Meyer & Moors 2006). Change in the Religion Compass 6/2 (2012):