Aligning Hare Krishna

Abstract

The underlying premise of this case study of the growth and development of the Hare Krishna movement is that frame alignment is a necessary, but largely unexplored, element in recruitment to religious movements. Attention is given here to the interactive and communicative processes used by ISKCON members in the United States as they strategically sought to align the practices, goals and beliefs of the movement with the unconventional interests and perspectives of recruits from the 1960s counterculture. The alignment processes described here represent attempts to gain the provisional interest of potential recruits. Whether successful or not, the alignment strategies helped define the Hare Krishna movement in America. As the counterculture declined in the mid-1970s, however, the leadership turned to a new constituent base of Hindu immigrants from India to secure the movement’s future. This required new forms of alignment that contributed to the Hinduization of the North American Hare Krishna movement.