ABSTRACT

A recent dimension of India’s nation-branding project, by which it aims to attract investment, trade, human resources, and tourists to the country, has been a focus on a ‘green’ India as a global leader in sustainable development. As part of this strategy, messages aimed at a national and external audience are aligned, and a line is drawn between the country’s putative ecologically sensitive past and a green future. Such messages highlight selective, sanitised, and idealised Hindu texts and praxis related to the environment as evidence of India’s innate ecological sensitivity. The environment thus becomes a domain for the permeation of a seemingly apolitical strand of Hindutva rhetoric, which emphasises the civilisational wisdom of Indian (coded as Hindu) thought and presents it for consumption by national and global audiences. In this article, using anti-plastics discourses as a lens, I investigate the cultural politics of this emerging stream of Hindutva-linked ‘ecotraditionalism’.

摘要

旨在吸引投资、贸易、人力资源和游客到该国的印度国家品牌项目最近的一个方面一直关注“绿色”印度作为可持续发展的全球领导者。作为该战略的一部分，针对国内和外部受众的信息保持一致，并在该国假定的生态敏感过去和绿色未来之间划清界限。这些信息强调与环境相关的选择性、净化和理想化的印度教文本和实践，作为印度与生俱来的生态敏感性的证据。因此，环境成为一种看似非政治的 Hindutva 修辞的渗透领域，它强调印度（编码为印度教）思想的文明智慧，并将其呈现给国家和全球观众消费。在本文中，