Journals Higher Education

£68.00

Hardback

Published: 15 January 2015

264 Pages | 11 illus.

235x156mm

ISBN: 9780199390236


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Bookseller Code (AJ)

Selling Yoga

From Counterculture to Pop Culture

Andrea Jain

  • Departs from conventional approaches to the history and development of yoga
  • Explains how yoga entrepreneurs constructed yoga in unique ways that enabled it to undergo popularization in the context of consumer culture
  • Provides examples of how popularized yoga can also serve religious functions
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