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

By:

Jain, Andrea R [Author]

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9780199390250

Subject(s):

Genre/Form:

Electronic Books.

LOC classification:

BL1238 .S455 2015

Online resources:

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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.

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
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.

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