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Selling Yoga: From Counterculture to Pop Culture by Andrea Jain

By Andrea Jain

Premodern and early sleek yoga contain thoughts with quite a lot of goals, from turning inward looking for the real self, to turning outward for divine union, to channeling physically strength in pursuit of sexual excitement. Early sleek yoga additionally encompassed countercultural ideals and practices. by contrast, this present day, smooth yoga goals on the enhancement of the mind-body complicated yet does so in keeping with modern dominant metaphysical, overall healthiness, and health paradigms. accordingly, yoga is now part of pop culture. In Selling Yoga, Andrea R. Jain explores the popularization of yoga within the context of late-twentieth-century customer tradition. She departs from traditional techniques via undermining essentialist definitions of yoga in addition to assumptions that yoga underwent a linear trajectory of accelerating popularization. whereas a few reports trivialize popularized yoga platforms by means of lowering them to the mere commodification or corruption of what's perceived as an differently mounted, genuine process, Jain means that this dichotomy oversimplifies the historical past of yoga in addition to its meanings for modern practitioners.

By discussing a big selection of contemporary yoga varieties, from Iyengar Yoga to Bikram Yoga, Jain argues that popularized yoga can't be dismissed--that it has numerous non secular meanings and services. Yoga manufacturers destabilize the fundamental software of yoga commodities and assign to them new meanings that symbolize the achievement of self-developmental wishes frequently deemed sacred in modern patron culture.

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