This thesis discusses what motivates people in Japan to buy sacred charms (omamori), through the lens of the Japanese ritual worldview. They are traditionally used as a means for protection or as a...Show moreThis thesis discusses what motivates people in Japan to buy sacred charms (omamori), through the lens of the Japanese ritual worldview. They are traditionally used as a means for protection or as a source of beneficial power. In recent decennia, consumer culture has permeated the world of religion in Japan and as a result distributors of religious tokens (temples and shrines) have started to focus more on the visual appeal of charms.Show less
