JAINA Convention 1993 07 Pittusburgh

Author(s): Federation of JAINA
Publisher: USA Federation of JAINA

Page 85

83
ETHNIC AND CULTURAL IDENTITY IN THE
DIASPORAS: AN AUDIENCE
ANALYSIS OF JAINS OF NORTH
AMERICA
tion. The religious and cultural value systems that form the basis of Jainism are viewed as very essential elements by a significant proportion of the population. However, the real question is whether these values are being subscribed to, or even preferred, by the younger generation that is growing up in this country. This is the real challenge that faces JAINA. Answers to these questions must be ascertained in order for the JAINA organization to fulfill its objectives. This can be done by focusing a search project exclusively on the second generation Jains in this country, The findings from such a research project will go a long way in defining the mandate of JAINA activities for the next decade.
By Dr. Sivaram Svikandalh, Ohio University, Athens
HURTING
During the past decade, the concept of ethnic identity has begun to appear increasingly on the agendas of international communication scholars. The reason for this can be found in the sociocultural realities of a world that is becoming more globalized and interconnected. The United States is a classic example of these new trends in globalization. Over the last few decades, the United States has become an increasingly multi- cultural society, with a large inflow of non-European immigrants. This has resulted in a challenge to the traditional notion of the "melting pot" as the paradigm informing all discussions on social policy. No longer willing to accept complete assimilation as the desired end-goal of immigration, an increasing number of minority groups are making strident demands to be included in the social and cultural maps of the country.
This dissertation project reports on a distinct ethnic immigrant group that forms part of the multi-cultural mosaic of American society. The Jains of North America, have over the past decade. organized themselves into a coherent group with a very specific objective of using modern communication technologies to preserve and maintain their cultural and ethnic identity. Using in-depth interview and survey questionnaires, the dissertation project sought to investi
gate the whole notion of cultural identity for the Jains of North America. Arising out of that was the attempt to conceptualize the Jains (a representative sample of the larger Indian population in the United States) as a niche market for Indian media products.
Findings of the study support the contention that immigrant groups are interested in adapting to the new culture than completely assimilating therein. While a majority of the respondents prefer to view themselves as "Americans of Indian origin" rather than as "Indians," they are still interested in retaining significant aspects of their cultural heri- tages. The essence of Jain cultural identity is manifested through a deep appreciation of the core values of Jainism as valences of authenticity. A significant percentage of the respondents valorized Jain values as being very critical to their definition of "selves"; particularly the values of non-violence, tolerance, and inter-connectedness. Indeed, statistical analyses revealed a clustering of responses around these themes as the defining and constitutive elements of Jains cultural identity.
From the point of view of media usage, the findings are in tune with those found in extant literature in communication studies regarding use of ethnic media by immigrant groups for purposes of ethnic identification. A significant percentage of the respondents are medium to heavy users of ethnic media products, and also reported very favorable responses to the contents presented in the Jain Digest. The study also generated a typology of Indian television programs that the viewers would be willing to subscribe to. Such a typology is very useful in conceptualizing the Jains, as well as the Indian population in the United States as a niche market for media products.
The study, thus supports the viewpoint that the Jains of the North American continent are interested in extending their cultural heritage to the next genera
When people say the things they say.
Is it just to be so mean? Don't they know their hurting them
selves, In a way that can't be seen.
When people get hurt, They shatter inside like an exploding
piece of glass, They try to deny and try to forget, But the memories just coming back.
Is this real, Or won't they heal, From this hurting incident?
- By Tejal Turakhia, Age 15
Liverpool, New York
I still believe that man not having been given the power of creation does not possess the right to destroying the meanies creature that lives. The prerogative of destruction belongs soley to
the creator of all that lives.
-Mahatma Gandhi (1869-1948)
7TH BIENNIAL JAINA CONVENTION - JULY 1993 —
Jals Education International