Religious leaders' revamped images appeal to masses

Costco Wholesale Corp. and the Dalai Lama aren’t often mentioned in the same sentence. But his holiness and several business leaders, including Costco’s co-founder Jeffrey Brotman, were together Monday in Seattle for a business-inspired talk. Preaching the same peace and karma that he’s known for, the Dalai Lama offered business advice to eager ears.

But why is one of the holiest men in the world giving his advice on price markups?

In a world where globalization and interconnectedness are constantly expanding, it’s not surprising the Dalai Lama and other religious figures, including the pope, are entering new and different realms of society.

Instead of remaining distant religious leaders who appear untouchable to most of the world, the Dalai Lama and the pope have entered spheres of common culture.

As Pope Benedict XVI travels in the U.S. this week, his presence isn’t just felt in the places he visits. Unlike any previous pope, Benedict has embraced the Internet and its ability to reach a broad audience.

His trip has been blogged about, photographed and recorded, making the Internet the go-to source for all the dope on the pope.

His U.S. trip even has its own Web site, USPapalVisit.org, which tracks his every move and word from sea to shining sea.

The pope’s willingness to accept the Internet age allows him to reach a younger, broader audience.

Not only does this acceptance tap into a different group of people, but it also makes the pope seem more personable and less like an unreachable religious leader.

The Dalai Lama’s willingness to preach to business and policy leaders is another example of this new approach by world-renowned religious leaders.Again, in an attempt to reach a broader audience, the Dalai Lama is entering the public policy and economic sectors of life and applying the same ideals he’s always had.

Many have and will continue to flock to see these two influential leaders speak in the U.S., and their fanfare is similar to that of celebrities.

There are a number of people who venture to see these leaders simply because it’s a once-in-a-lifetime opportunity.

But before people join the masses packed in ballparks or arenas, they should take the opportunity to think about what these religious leaders stand for and what they’re there to talk about. Unlike celebrities, the pope and the Dalai Lama are deeply rooted in a set of ideals that they will continue to preach, no matter the setting or audience.

In an age where the Internet is the world’s No. 1 medium of information exchange, it’s admirable to see two figures, often rooted in old-time tradition, putting forth effort to better connect with the world.

Perhaps they can set an example for other leaders across the globe now and in the future.

Published on Thursday, April 17, 2008