Amazon cover image
Image from Amazon.com

Selling yoga : from counterculture to pop culture / Andrea R. Jain.

By: Material type: TextTextPublication details: New York : Oxford University Press, (c)2015.Description: 1 online resource (xx, 240 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9780199390250
Subject(s): Genre/Form: LOC classification:
  • BL1238 .S455 2015
Online resources: Available additional physical forms:
Contents:
From counterculture to counterculture -- Continuity with consumer culture -- Branding yoga -- Postural yoga as a body of religious practice -- Yogaphobia and Hindu origins.
Summary: 'Selling Yoga' explores how modern yoga became transformed from a largely countercultural phenomenon to a part of pop culture when entrepreneurs became strategic participants in a global market and succeeded in 'selling yoga' by establishing continuity between their yoga brands and the dominant demands of consumer culture. Although the author focuses on the most widely consumed yoga systems, those of postural yoga, she compares a diverse array of modern yoga types.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number URL Status Date due Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library ONLINE Non-fiction BL1238.52 (Browse shelf(Opens below)) Link to resource Available ocn892911240

Includes bibliographies and index.

Premodern yoga systems -- From counterculture to counterculture -- Continuity with consumer culture -- Branding yoga -- Postural yoga as a body of religious practice -- Yogaphobia and Hindu origins.

'Selling Yoga' explores how modern yoga became transformed from a largely countercultural phenomenon to a part of pop culture when entrepreneurs became strategic participants in a global market and succeeded in 'selling yoga' by establishing continuity between their yoga brands and the dominant demands of consumer culture. Although the author focuses on the most widely consumed yoga systems, those of postural yoga, she compares a diverse array of modern yoga types.

COPYRIGHT NOT covered - Click this link to request copyright permission:

https://lib.ciu.edu/copyright-request-form

There are no comments on this title.

to post a comment.