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Book Cover
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Author Jain, Andrea R., author.

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

Publication Info. New York : Oxford University Press, [2014]
©2015

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Location Call No. Status
 Rocky Hill - Downloadable Materials  EBSCO Ebook    Downloadable
Rocky Hill cardholders click here to access this title from EBSCO
Description 1 online resource (xx, 240 pages) : illustrations
data file rda
Bibliography Includes bibliographical references and index.
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.
Summary 'Selling Yoga' 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 author focuses on the most widely consumed yoga systems, those of postural yoga, she compares a diverse array of modern yoga types.
Note Print version record.
Subject Yoga -- Economic aspects.
Popular culture.
PHILOSOPHY -- Eastern.
Popular culture. (OCoLC)fst01071344
Other Form: Print version: Jain, Andrea R. Selling yoga 9780199390243 (DLC) 2014017038 (OCoLC)878953765
ISBN 9780199390250 (electronic bk.)
0199390258 (electronic bk.)
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