Selling yoga : from counterculture to pop culture /
Jain, Andrea R.,
Selling yoga : from counterculture to pop culture / Andrea R. Jain. - New York : Oxford University Press, (c)2015. - 1 online resource (xx, 240 pages) : illustrations
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.
9780199390250
2014017038
Yoga--Economic aspects.
Popular culture.
Electronic Books.
BL1238 / .S455 2015
Selling yoga : from counterculture to pop culture / Andrea R. Jain. - New York : Oxford University Press, (c)2015. - 1 online resource (xx, 240 pages) : illustrations
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.
9780199390250
2014017038
Yoga--Economic aspects.
Popular culture.
Electronic Books.
BL1238 / .S455 2015