000			02071cam a2200373Ii 4500
001			ocn892911240
003			OCoLC
005			20240726104720.0
008			141014t20152015nyua ob 001 0 eng d
010			_a2014017038
040			_aNT _beng _erda _epn _cNT _dCDX _dIDK _dOTZ _dOCLCQ _dEBLCP _dVTU _dUKOUP _dOCLCQ _dFIE _dOCLCF _dCEF _dOCLCA _dWYU _dYOU _dJBG _dOCLCQ _dMUU _dLOA _dFCX
020			_a9780199390250 _q((electronic)l(electronic)ctronic)
050	0	4	_aBL1238 _b.S455 2015
049			_aMAIN
100	1		_aJain, Andrea R., _e1
245	1	0	_aSelling yoga : _bfrom counterculture to pop culture / _cAndrea R. Jain.
260			_aNew York : _bOxford University Press, _c(c)2015.
300			_a1 online resource (xx, 240 pages) : _billustrations
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
504			_a2
505	0	0	_aPremodern yoga systems -- _tFrom counterculture to counterculture -- _tContinuity with consumer culture -- _tBranding yoga -- _tPostural yoga as a body of religious practice -- _tYogaphobia and Hindu origins.
520	8		_a'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.
530			_a2 _ub
650		0	_aYoga _xEconomic aspects.
650		0	_aPopular culture.
655		1	_aElectronic Books.
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=862958&site=eds-live&custid=s3260518 _zClick to access digital title | log in using your CIU ID number and my.ciu.edu password
942			_cOB _D _eEB _hBL. _m2015 _QOL _R _x _8NFIC _2LOC
994			_a92 _bNT
999			_c75851 _d75851
902			_a1 _bCynthia Snell _c1 _dCynthia Snell