Selling Yoga From Counterculture to Pop Culture
Selling Yoga From Counterculture to Pop Culture
- ISBN 13:
9780199390243
- ISBN 10:
019939024X
- Format: Paperback
- Copyright: 12/08/2014
- Publisher: Oxford University Press
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Summary
By discussing a wide array of modern yoga types, from Iyengar Yoga to Bikram Yoga, Jain argues that popularized yoga cannot be dismissed--that it has a variety of religious meanings and functions. Yoga brands destabilize the basic utility of yoga commodities and assign to them new meanings that represent the fulfillment of self-developmental needs often deemed sacred in contemporary consumer culture.