Abstract

This paper presents results of a qualitative study focussed on reconstructingcurrent reception processes of Tibetan Buddhist teachings and practicesas well as its representatives by the Swiss public since the mid 1990’s. Byexamining public discourses on Tibetan Buddhism in Switzerland, the paperaddresses issues concerning the social construction, representation and (re-)production of cultural and religious difference. It is argued that public receptionand representation of Tibetan Buddhism in the media clearly – even if implicitly– reflects disputes about conceptions of one’s own religious, cultural and nationalidentity as well as about collectively shared values. It is shown that publicdiscourse on Tibetan Buddhism in Switzerland is characterized by opposingtendencies: on the one hand, it is clearly dominated by well-known positiveimages and stereotypes, which might be regarded as elements of an establishedrepertoire of knowledge about Tibet, Tibetans and the “World Religion of Buddhism”and which are reproduced as a matter of course within public discussionson the topic. On the other hand, nevertheless, these dominant topoi arecurrently being questioned by various social actors and on various levels. Theseefforts at deconstructing popular images and perceptions of Tibetan cultural andreligious traditions, however, have relatively small impact on wider social processesof constructing religious and cultural alterity – not nearly as much, forexample, as the construction of an Islamic “Other” culminating in the minaretreferendum of 2009.