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Selling yoga : from counterculture to pop culture / Andrea Jain. [electronic resource]
- Format:
- Book
- Author/Creator:
- Jain, Andrea R., author.
- Language:
- English
- Subjects (All):
- Yoga--Economic aspects.
- Yoga.
- Popular culture.
- Physical Description:
- 1 online resource : illustrations (black and white)
- Place of Publication:
- New York : Oxford University Press, 2014.
- 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.
- Notes:
- Includes bibliographical references and index.
- Description based on online resource; title from home page (viewed on November 4, 2014).
- ISBN:
- 0-19-939027-4
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