Andrea Jain: Selling Yoga | Taschenbuch

Cover: 9780199390243 | Selling Yoga | From Counterculture to Pop Culture | Andrea Jain | Buch

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Sprache: Englisch

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Beschreibung

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 dismissedthat 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.

Über den Autor

Andrea R. Jain is Assistant Professor of Religous Studies at Indiana University-Purdue University Indianapolis.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2018
Genre:	Importe
Produktart:	Ratgeber
Rubrik:	Fitness & Gesundheit
Thema:	Entspannung & Meditation
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9780199390243
ISBN-10:	019939024X
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Jain, Andrea
Hersteller:	OUP US
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 16 mm
Von/Mit:	Andrea Jain
Erscheinungsdatum:	15.01.2015
Gewicht:	0,458 kg