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Branding Yoga

Andrea R. Jain

in Selling Yoga: From Counterculture to Pop Culture

Published in print:
2014
Published Online:
December 2014
ISBN:
9780199390236
eISBN:
9780199390274
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199390236.003.0004
Subject:
Religion, Religion and Society

This chapter argues that, in the late twentieth century, yoga proponents attracted large audiences to yoga and established and acknowledged authority by branding yoga, a process that reflects ... More


Continuity with Consumer Culture

Andrea R. Jain

in Selling Yoga: From Counterculture to Pop Culture

Published in print:
2014
Published Online:
December 2014
ISBN:
9780199390236
eISBN:
9780199390274
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199390236.003.0003
Subject:
Religion, Religion and Society

In the late twentieth century, modern yoga entered a new phase of development in the context of consumer culture that enabled it to move from counterculture to popular culture. The chapter discusses ... More


Becoming an Icon: B. K. S. Iyengar as a Yoga Teacher and a Yoga Guru

Frederick M. Smith and Joan White

in Gurus of Modern Yoga

Published in print:
2013
Published Online:
January 2014
ISBN:
9780199938704
eISBN:
9780199345892
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199938704.003.0007
Subject:
Religion, Religion and Society

This chapter examines B. K. S. Iyengar’s career as a yoga guru. This is not a biography but rather emphasizes the formation and development of his career as a yoga teacher; the influences on his ... More


The Institutionalization of the Yoga Tradition: “Gurus” B. K. S. Iyengar and Yogini Sunita in Britain

Suzanne Newcombe

in Gurus of Modern Yoga

Published in print:
2013
Published Online:
January 2014
ISBN:
9780199938704
eISBN:
9780199345892
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199938704.003.0008
Subject:
Religion, Religion and Society

Most contemporary yoga enthusiasts receive their instruction not from a guru but from a yoga teacher who holds a recognized qualification and caries professional indemnity insurance. The global ... More


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