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Selling Yoga - From Counterculture to Pop Culture (Hardcover) Loot Price: R3,837
Discovery Miles 38 370
Selling Yoga - From Counterculture to Pop Culture (Hardcover): Andrea Jain

Selling Yoga - From Counterculture to Pop Culture (Hardcover)

Andrea Jain

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Loot Price R3,837 Discovery Miles 38 370 | Repayment Terms: R360 pm x 12*

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When we think of yoga today, we envision spandex-clad, perspiring, toned people brought together in a room filled with yoga mats and engaged in a fitness ritual set apart from day-to-day life. Their aim is to enhance something they all deem sacred: their bodies. In Selling Yoga, Andrea Jain looks at the development of modern, popular yoga and suggests that its practitioners are strategic participants in the contemporary global market for self-developmental products and services. Pre-colonial and early modern yoga systems comprise esoteric techniques that aim at transcendent states of detachment from ordinary and conventional life. In contrast, contemporary popularized yoga aims at immediate self-development through the enhancement of the mind-body complex according to dominant health and fitness paradigms. Postural yoga is prescribed not as an all-encompassing worldview or system of practice, but as one part of self-development that provides increased beauty and flexibility as well as reduced stress; it can be combined with various other worldviews and practices available in the global marketplace. However, Jain argues that yoga systems cannot be reduced to mere commodities-that yoga is, in fact, a religion of consumer culture. It functions as a social ritual that removes individuals from everyday life for the sake of self-development. Yoga brands destabilize the basic utility of yoga commodities and assign to them new meanings that represent the fulfillment of self-developmental needs deemed sacred in contemporary consumer culture.

General

Imprint: Oxford UniversityPress
Country of origin: United States
Release date: 2015
Authors: Andrea Jain (Assistant Professor of Religious Studies)
Dimensions: 237 x 163 x 19mm (L x W x T)
Format: Hardcover
Pages: 264
ISBN-13: 978-0-19-939023-6
Categories: Books > Medicine > Complementary medicine > General
Books > Science & Mathematics > Science: general issues > Impact of science & technology on society
Books > Humanities > Religion & beliefs > General > General
Books > Religion & Spirituality > General > General
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LSN: 0-19-939023-1
Barcode: 9780199390236

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