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Selling Yoga From Counterculture to Pop Culture

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ISBN-10: 019939024X

ISBN-13: 9780199390243

Edition: 2014

Authors: Andrea Jain

List price: $35.99
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When we think of yoga today, we envision spandex-clad, perspiring, toned people brought together in a room filled with yoga mats and engaged in a fitness ritual set apart from day-to-day life. Their aim is to enhance something they all deem sacred: their bodies. In Selling Yoga, Andrea Jain looks at the development of modern, popular yoga and suggests that its practitioners are strategic participants in the contemporary global market for self-developmental products and services.Pre-colonial and early modern yoga systems comprise esoteric techniques that aim at transcendent states of detachment from ordinary and conventional life. In contrast, contemporary popularized yoga aims at immediate…    
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Book details

List price: $35.99
Copyright year: 2014
Publisher: Oxford University Press, Incorporated
Publication date: 12/8/2014
Binding: Paperback
Pages: 264
Size: 6.10" wide x 9.02" long x 0.91" tall
Weight: 1.012
Language: English