Los Angeles Times reporter Claire Hoffman has a must-read article this weekend in that paper’s West magazine on Joe Francis, who may be the most repulsive individual in America. He is the founder of the “Girls Gone Wild” soft-porn franchise, advertisements for which have been polluting cable television for nearly ten years. Those who, like me, believe that this sort of barely-legal exploitation is a lot more dangerous than is hard-core porn will find here a cornucopia of material to bolster their view. The way that Francis and his crew prey on drunken 18-year-olds and induce them to debase themselves on camera (there’s even a $1,000 bonus for recruiters who get a girl to bare herself right after midnight on her 18th birthday) is vile beyond belief. What goes on in the crew bus is even worse. Francis clearly hates women: whenever he has to deal with a woman on a professional basis he becomes vulgar and threatening, as the reporter learned when he pinned her to a car and nearly twisted her arm off, and later when he called her a c**t and threatened to kill her. This is the kind of article that a paper runs only after its lawyers have pored over every comma. Even Defamer, the LA Gawker franchise, calls the piece “jaw-dropping.”
So what’s the desi angle? Well, the farther I read the more I got riled up that Francis’s company is called Mantra Entertainment. Now I’m a writer and I believe in playing with words, and I don’t think any word is ever absolutely off-limits. But come on, this is disgusting. Mantra?
A mantra is a religious syllable or poem, typically from the Sanskrit language. … They are primarily used as spiritual conduits, words or vibrations that instill one-pointed concentration in the devotee. … They are intended to deliver the mind from illusion and material inclinations.
I’m sorry, calling your porn and degradation company Mantra just ain’t right. After searching a little for other business misuses of common Indian spiritual terms, I found that mantra is by far the most-abused. Sure, there’s a Karma Digital Corporation, at least one Karma Entertainment, a Nirvana Corporation that builds real estate in Costa Rica, a Nirvana memorial park in Malaysia, a Juggernaut Entertainment (oh no, not again) in Chicago, the Ashram Galactica Grand Hotel at the annual Burning Man festival, and of course the sinister Dharma Corporation of the TV series Lost. But mantra is on a whole ‘nother level:
- Mantra Restaurant (Boston)
- Mantra Lounge (Milwaukee)
- Mantra Lounge (Seattle)
- Mantra Brand Consulting
- Mantra Vibes
- Mantra Recordings
- Mantra Lingua bilingual children’s books
- Mantra Resort, Spa, Casino (Punta del Este, Uruguay)
What is it about this word that has spawned so much commercial use? Am I over-reacting when it makes me feel queasy? And what other egregious (or amusing) uses of desi cultural terminology have you run across in the business world?




