Selling yoga : from counterculture to pop culture (Book, 2015) []
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Selling yoga : from counterculture to pop culture

Author: Andrea R Jain
Publisher: Oxford : Oxford University Press, ©2015.
Edition/Format:   Print book : EnglishView all editions and formats

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


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Document Type: Book
All Authors / Contributors: Andrea R Jain
ISBN: 9780199390243 019939024X
OCLC Number: 949922010
Description: 1 v. (XX-240 p.) : illustrations, couv. illustrations en coul. ; 24 cm
Contents: Note on Transliteration ; Preface ; Acknowledgments ; Chapter One: Premodern Yoga Systems ; Chapter Two: From Counterculture to Counterculture ; Chapter Three: Continuity with Consumer Culture ; Chapter Four: Branding Yoga ; Chapter Five: Postural Yoga as a Body of Religious Practice ; Chapter Six: Yogaphobia and Hindu Origins ; Conclusion ; Bibliography
Responsibility: Andrea R. Jain.


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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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