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Selling Yoga
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Selling Yoga: From Counterculture to Pop Culture

Andrea Jain

Abstract

This book explores how modern yoga became transformed from a largely countercultural phenomenon to a part of pop culture when entrepreneurs became strategic participants in a global market and succeeded in “selling yoga” by establishing continuity between their yoga brands and the dominant demands of consumer culture. Although the book focuses on the most widely consumed yoga systems, those of postural yoga, it compares a diverse array of modern yoga types. The book departs from conventional approaches to the history of yoga by undermining essentialist definitions of yoga as well as assumption ... More

Keywords: yoga, modern yoga, postural yoga, consumer culture, posture, asana, counterculture, popular culture, pop culture

Bibliographic Information

Print publication date: 2014 Print ISBN-13: 9780199390236
Published to Oxford Scholarship Online: December 2014 DOI:10.1093/acprof:oso/9780199390236.001.0001

Authors

Affiliations are at time of print publication.

Andrea Jain, author
Indiana University-Purdue University