Sikh Temple Literature: Religious Propaganda

Throughout history, religion has played a crucial role in defining the specific culture of a society. People who share a common religion often have similar beliefs and view the world in a particular way. The spread and dominance of Christianity, Islam, and Buddhism in distinct parts of the world can be directly attributed to religious propaganda. Today, each major religion continues to try to gain followers and influence in the world. This is done through the use of charismatic figures, heavy symbolism, a simple and incessant moral philosophy, and an understanding of their audience's needs.

The Sikh religion, originally a departure from the Hindu faith, uses similar tactics to preserve influence and power in India. Although Sikhs are a minority in India (merely 1.8 percent of the total population) they maintain a sizable majority in certain states. In Punjab, Sikhs comprise 62 percent of the population and have had a noticeable impact on the cultural, educational, and political aspects of society. In areas with less religious control, Sikhs have had to rely on more subtle means of preserving their influence. One example is allowing tourists to visit their temples and view their religious services. The leaders of the Sikh community hope that this will promote greater understanding of their religion in cultures outside of India.

Credibility of opinion leaders is another important factor contributing to the success of propaganda. According to Garth Jowett and Victoria O'Donnell in their 2006 book Propaganda and Persuasion, people have a tendency to look up to authority figures for knowledge and direction (Jowett/O'Donnell p.291). The pamphlet titled "Opinions & Comments," which I received while visiting a Sikh temple, attempts to influence the views of visitors by quoting prominent public figures like Nobel Prize winners, Pearl S. Buck and H.L. Bradshaw. Although most Americans would not recognize other names listed in the pamphlet, many are influential leaders in Indian culture.

Language usage is also an extremely important component of effective propaganda. In another pamphlet I received called "What is Sikhism," the rhetoric is critical of other religions and insists that Sikhism "shows mankind how to lead a worthy and useful life in the world, which elevates it to the status of Universal World Faith" (p.8). The pamphlet also condemns "all the groundless rituals, superstitions and dogmas which passed for religion [in the past]" (p.1). This is a thinly veiled attack on Hinduism, as well as several other world religions. The literature continues, "The Sikh do not recognize the caste system nor do they believe in idol-worship, rituals, or superstitions. The gods and goddesses are considered as nonentities" (p.3).

Ironically, the same pamphlet that criticizes Hindu "superstitions" also explains the daily rituals that must be followed by Sikhs. "Every Sikh is expected to get up in the morning before dawn. After taking a bath he should meditate [in] the name of God" (p.6). Sikhs are also expected to recite five prayers each day and attend Gurdwara, the Sikh Temple, as part of their daily routine. Other religious traditions include Sikh dress called the "Five Ks," which symbolize devotion to the religion. The "Ks" stand for Kesha (long and uncut hair), Kangha (a comb), Kara (a steel bracelet), Kachha (a pair of shorts), and Kirpan (a smaller dagger). "Those who cut their hair or trim their beard commit a breach of the Cardinal Rules... and are considered a nonentity" (p.4).

Although the Sikh "rejection" of rituals seems largely hypocritical, the language of the pamphlet "What is Sikhism" portrays Sikh customs as necessary to the greater understanding of God. Through the careful use of language, prominent public figures, and openness toward tourism, the Sikhs have appealed to many foreign cultures and continue to be a significant religious, political, and cultural force in India.

Sources:
1. "What is Sikhism" published by Delhi Sikh Gurdwara Management Committee
2. "Sri Guru Granth Sahib: Opinions & Comments of Renowned World Philosophers and Thinkers" published by Delhi Sikh Gurdwara Management Committee
3. Jowett, Garth and Victoria O'Donnell. Propaganda and Persuasion. Sage Publications: California. Copyright 2006.