Journals Higher Education



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Published: 15 January 2015

264 Pages | 11 illus.


ISBN: 9780199390236

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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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