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Selling yoga : from counterculture to pop culture

Author: Andrea R Jain
Publisher: New York : Oxford University Press, [2014] ©2015
Edition/Format:   eBook : Document : EnglishView all editions and formats
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,  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Jain, Andrea R.
Selling yoga
(DLC) 2014017038
(OCoLC)878953765
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Andrea R Jain
ISBN: 9780199390250 0199390258
OCLC Number: 892911240
Description: 1 online resource (xx, 240 pages) : illustrations
Contents: 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.
Responsibility: Andrea R. Jain.

Abstract:

Selling Yoga looks at how modern yoga developed into the self-developmental products and services that are widely consumed across the world today.  Read more...

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Andrea Jains Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to Read more...

 
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