Recycling Stories: Mantras, Communication, and Organizational Materialization

Abstract

Religious non-governmental organizations (RNGOs) are becoming powerful organizational actors, but how are these organizations enacted through the communicative practices of their members? To address this question, this article offers a conceptual framework for investigating how the terse retelling of an inspirational organizational story, encapsulated in a mantra, contributes to materializing a Buddhist NGO’s ethos and worldview. The value of this framework is subsequently demonstrated through an in-depth naturalistic case study of a mantra’s constitutive force in the enactment of a large international Buddhist NGO that is increasingly focused on environmental protection. By showing how a mantra acts as a textualization, substantiation, and invocation device in mass, social media, and face-to-face communication, this study makes important contributions to the literature on the intersection between religion and organization as well as the communicative constitution of organizations.