Coverart for item
The Resource Selling yoga : from counterculture to pop culture, Andrea R. Jain

Selling yoga : from counterculture to pop culture, Andrea R. Jain

Label
Selling yoga : from counterculture to pop culture
Title
Selling yoga
Title remainder
from counterculture to pop culture
Statement of responsibility
Andrea R. Jain
Creator
Author
Subject
Language
eng
Summary
Premodern and early modern yoga comprise techniques with a wide range of aims, from turning inward in quest of the true self, to turning outward for divine union, to channeling bodily energy in pursuit of sexual pleasure. Early modern yoga also encompassed countercultural beliefs and practices. In contrast, today, modern yoga aims at the enhancement of the mind-body complex but does so according to contemporary dominant metaphysical, health, and fitness paradigms. Consequently, yoga is now a part of popular culture. In Selling Yoga, Andrea R. Jain explores the popularization of yoga in the context of late-twentieth-century consumer culture. She departs from conventional approaches by undermining essentialist definitions of yoga as well as assumptions that yoga underwent a linear trajectory of increasing popularization. While some studies trivialize popularized yoga systems by reducing them to the mere commodification or corruption of what is perceived as an otherwise fixed, authentic system, Jain suggests that this dichotomy oversimplifies the history of yoga as well as its meanings for contemporary practitioners. 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
Cataloging source
DLC
http://library.link/vocab/creatorName
Jain, Andrea R
Dewey number
181/.45
Illustrations
illustrations
Index
index present
LC call number
BL1238.52
LC item number
.J35 2015
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Yoga
  • Popular culture
  • 11.90 religions of India: general
  • Yoga
  • Massenkultur
  • Rezeption
  • Yoga
  • Populaire cultuur
Label
Selling yoga : from counterculture to pop culture, Andrea R. Jain
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Control code
ocn878953765
Dimensions
25 cm
Extent
xx, 240 pages
Isbn
9780199390236
Lccn
2014017038
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (Sirsi) i9780199390243
  • (OCoLC)878953765
Label
Selling yoga : from counterculture to pop culture, Andrea R. Jain
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Control code
ocn878953765
Dimensions
25 cm
Extent
xx, 240 pages
Isbn
9780199390236
Lccn
2014017038
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (Sirsi) i9780199390243
  • (OCoLC)878953765

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