TY  - BOOK
AU  - Jain,Andrea R.
TI  - Selling yoga: from counterculture to pop culture 
SN  - 9780199390250
AV  - BL1238 .S455 2015
PY  - 2015///
CY  - New York
PB  - Oxford University Press
KW  - Yoga
KW  - Economic aspects
KW  - Popular culture
KW  - Electronic Books
N1  - 2; 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; 2; b
N2  - '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
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ER  -