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Selling Yoga by Jain
by Jain | HC | VeryGood
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“May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend ”... Más informaciónacerca del estado
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N.º de artículo de eBay:196969259817
Última actualización el 19 jul 2025 14:43:54 H.EspVer todas las actualizacionesVer todas las actualizaciones
Características del artículo
- Estado
- En muy buen estado
- Notas del vendedor
- Binding
- Hardcover
- Book Title
- Selling Yoga
- Weight
- 1 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9780199390236
Acerca de este producto
Product Identifiers
Publisher
Oxford University Press, Incorporated
ISBN-10
0199390231
ISBN-13
9780199390236
eBay Product ID (ePID)
202517263
Product Key Features
Number of Pages
264 Pages
Language
English
Publication Name
Selling Yoga : from Counterculture Topop Culture
Publication Year
2014
Subject
Popular Culture, Yoga
Type
Textbook
Subject Area
Social Science, Health & Fitness
Format
Hardcover
Dimensions
Item Height
0.8 in
Item Weight
18.5 Oz
Item Length
6.3 in
Item Width
9.4 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2014-017038
Reviews
"Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentieth century within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach that is robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion, "Selling Yoga provides important and insightful answers...This book should interest scholars of religion, spirituality, and cultural change, as well as yoga practitioners. It will help these audiences better understand where yogic practices come from and how they are a unique product of contemporary Western culture, the politics of religion, and our economic system."--Sociology of Religion"Jain's Selling Yoga is about much more than the title might suggest...it is also a carefully argued and exceptionally sensitive and insightful account of the relationship among the body, spirituality and branding on the one hand and, on the other, the politics of knowledge associated with the embodied fetishization of cultural heritage and identity... This book provides us with a new and sophisticated appreciation for the complex modernity of yoga in forms of branded practice that connect body and soul... [and] reflects a deep sensitivity toward all forms of practice."--Nova Religio"This book is an eminently timely--and needed--examination of the current explosion of yoga in contemporary culture and how people might understand it....Jain's research is outstanding, and her insights are compelling....Highly recommended."--CHOICE"Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentieth century within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach that is robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion "Jain does a tremendously thoughtful job weaving together multiple threads that spin the web of [Modern Postural Yoga]. She coherently covers scholarly histories of yoga, finds fascinating links between MPY culture and consumer culture, and examines complicated questions regarding MPY s status as a spiritual practice or body of religious practice. Her writing style is sophisticated but quite accessible, perhaps expanding her readership to include practitioners and teachers aswell as academic students and scholars. Finally, Jain offers a perspective on religion and commodification that challenges the notion that consumerism negates truth or legitimacy when it comes to religious and/or spiritual cultural products, perhaps inviting other cultural wares into the conversation." --Journal of Religion, "Selling Yoga provides important and insightful answers...This book should interest scholars of religion, spirituality, and cultural change, as well as yoga practitioners. It will help these audiences better understand where yogic practices come from and how they are a unique product of contemporary Western culture, the politics of religion, and our economic system."--Sociology of Religion "Jain's Selling Yoga is about much more than the title might suggest...it is also a carefully argued and exceptionally sensitive and insightful account of the relationship among the body, spirituality and branding on the one hand and, on the other, the politics of knowledge associated with the embodied fetishization of cultural heritage and identity... This book provides us with a new and sophisticated appreciation for the complex modernity of yoga in forms of branded practice that connect body and soul... [and] reflects a deep sensitivity toward all forms of practice."--Nova Religio "This book is an eminently timely--and needed--examination of the current explosion of yoga in contemporary culture and how people might understand it....Jain's research is outstanding, and her insights are compelling....Highly recommended."--CHOICE "Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentieth century within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach that is robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion "Jain does a tremendously thoughtful job weaving together multiple threads that spin the web of [Modern Postural Yoga]. She coherently covers scholarly histories of yoga, finds fascinating links between MPY culture and consumer culture, and examines complicated questions regarding MPY s status as a spiritual practice or body of religious practice. Her writing style is sophisticated but quite accessible, perhaps expanding her readership to include practitioners and teachers aswell as academic students and scholars. Finally, Jain offers a perspective on religion and commodification that challenges the notion that consumerism negates truth or legitimacy when it comes to religious and/or spiritual cultural products, perhaps inviting other cultural wares into the conversation." --Journal of Religion, "Jain's Selling Yoga is about much more than the title might suggest...it is also a carefully argued and exceptionally sensitive and insightful account of the relationship among the body, spirituality and branding on the one hand and, on the other, the politics of knowledge associated with the embodied fetishization of cultural heritage and identity... This book provides us with a new and sophisticated appreciation for the complex modernity of yoga in forms of branded practice that connect body and soul... [and] reflects a deep sensitivity toward all forms of practice."--Nova Religio "This book is an eminently timely--and needed--examination of the current explosion of yoga in contemporary culture and how people might understand it....Jain's research is outstanding, and her insights are compelling....Highly recommended."--CHOICE "Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentieth century within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach that is robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion, "Selling Yoga provides important and insightful answers...This book should interest scholars of religion, spirituality, and cultural change, as well as yoga practitioners. It will help these audiences better understand where yogic practices come from and how they are a unique product of contemporary Western culture, the politics of religion, and our economic system."--Sociology of Religion "Jain's Selling Yoga is about much more than the title might suggest...it is also a carefully argued and exceptionally sensitive and insightful account of the relationship among the body, spirituality and branding on the one hand and, on the other, the politics of knowledge associated with the embodied fetishization of cultural heritage and identity... This book provides us with a new and sophisticated appreciation for the complex modernity of yoga in forms of branded practice that connect body and soul... [and] reflects a deep sensitivity toward all forms of practice."--Nova Religio "This book is an eminently timely--and needed--examination of the current explosion of yoga in contemporary culture and how people might understand it....Jain's research is outstanding, and her insights are compelling....Highly recommended."--CHOICE "Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentieth century within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach that is robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion, "Selling Yoga provides important and insightful answers...This book should interest scholars of religion, spirituality, and cultural change, as well as yoga practitioners. It will help these audiences better understand where yogic practices come from and how they are a unique product of contemporary Western culture, the politics of religion, and our economic system."--Sociology of Religion"Jain's Selling Yoga is about much more than the title might suggest...it is also a carefully argued and exceptionally sensitive and insightful account of the relationship among the body, spirituality and branding on the one hand and, on the other, the politics of knowledge associated with the embodied fetishization of cultural heritage and identity... This book provides us with a new and sophisticated appreciation for the complex modernity of yoga informs of branded practice that connect body and soul... [and] reflects a deep sensitivity toward all forms of practice."--Nova Religio"This book is an eminently timely--and needed--examination of the current explosion of yoga in contemporary culture and how people might understand it....Jain's research is outstanding, and her insights are compelling....Highly recommended."--CHOICE"Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentiethcentury within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach thatis robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion"Jain does a tremendously thoughtful job weaving together multiple threads that spin the web of [Modern Postural Yoga]. She coherently covers scholarly histories of yoga, finds fascinating links between MPY culture and consumer culture, and examines complicated questions regarding MPY s status as a spiritual practice or body of religious practice. Her writing style is sophisticated but quite accessible, perhaps expanding her readership to include practitioners and teachers aswell as academic students and scholars. Finally, Jain offers a perspective on religion and commodification that challenges the notion that consumerism negates truth or legitimacy when it comes to religious and/or spiritual cultural products, perhaps inviting other cultural wares into the conversation." --Journal of Religion, "This book is an eminently timely--and needed--examination of the current explosion of yoga in contemporary culture and how people might understand it....Jain's research is outstanding, and her insights are compelling....Highly recommended."--CHOICE "Andrea Jain's Selling Yoga represents a major new advance in the critical discussion of the history of yoga and its modern constructions in an increasingly globalizing world. The reader is treated to any number of surprises here, from the unexpected importance of a censored and suppressed countercultural reception of yoga and tantra in the late nineteenth and early twentieth centuries to a stunning embrace of both in the second half of the twentieth century within a new consumerist pop culture. In the process, Jain manages to avoid all of the usual moralisms, political and religious essentialisms, and naive orientalisms, opting instead for an approach that is robustly historical, theoretically sophisticated, and deeply, deeply humane." --Jeffrey J. Kripal, author of Esalen: America and the Religion of No Religion
Illustrated
Yes
Table Of Content
Note on TransliterationPrefaceAcknowledgments1. Premodern Yoga Systems2. From Counterculture to Counterculture: The Early History of Modern Yoga3. Continuity with Consumer Culture4. Branding Yoga5. Postural Yoga as a Body of Religious Practice6. Yogaphobia and Hindu OriginsConclusionBibliography
Synopsis
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 self-development through the enhancement of the mind-body complex according to dominant health and fitness paradigms. Postural yoga is prescribed not as an all-encompassing worldview or system of practice, but as one part of self-development that provides increased beauty and flexibility as well as reduced stress; it can be combined with various other worldviews and practices available in the global marketplace. However, Jain argues that yoga systems cannot be reduced to mere commodities--that yoga is, in fact, a religion of consumer culture. It functions as a social ritual that removes individuals from everyday life for the sake of self-development. Yoga brands destabilize the basic utility of yoga commodities and assign to them new meanings that represent the fulfillment of self-developmental needs deemed sacred in contemporary consumer culture., Premodern and early modern yoga comprise techniques with a wide range of aims, from turning inward in quest of the true self, to turning outward for divine union, to channeling bodily energy in pursuit of sexual pleasure. Early modern yoga also encompassed countercultural beliefs and practices. In contrast, today, modern yoga aims at the enhancement of the mind-body complex but does so according to contemporary dominant metaphysical, health, and fitness paradigms. Consequently, yoga is now a part of popular culture. In Selling Yoga , Andrea R. Jain explores the popularization of yoga in the context of late-twentieth-century consumer culture. She departs from conventional approaches by undermining essentialist definitions of yoga as well as assumptions that yoga underwent a linear trajectory of increasing popularization. While some studies trivialize popularized yoga systems by reducing them to the mere commodification or corruption of what is perceived as an otherwise fixed, authentic system, Jain suggests that this dichotomy oversimplifies the history of yoga as well as its meanings for contemporary practitioners. By discussing a wide array of modern yoga types, from Iyengar Yoga to Bikram Yoga, Jain argues that popularized yoga cannot be dismissed--that it has a variety of religious meanings and functions. Yoga brands destabilize the basic utility of yoga commodities and assign to them new meanings that represent the fulfillment of self-developmental needs often deemed sacred in contemporary consumer culture., Premodern and early modern yoga comprise techniques with a wide range of aims, from turning inward in quest of the true self, to turning outward for divine union, to channeling bodily energy in pursuit of sexual pleasure. Early modern yoga also encompassed countercultural beliefs and practices. In contrast, today, modern yoga aims at the enhancement of the mind-body complex but does so according to contemporary dominant metaphysical, health, and fitness paradigms. Consequently, yoga is now a part of popular culture. In Selling Yoga, Andrea R. Jain explores the popularization of yoga in the context of late-twentieth-century consumer culture. She departs from conventional approaches by undermining essentialist definitions of yoga as well as assumptions that yoga underwent a linear trajectory of increasing popularization. While some studies trivialize popularized yoga systems by reducing them to the mere commodification or corruption of what is perceived as an otherwise fixed, authentic system, Jain suggests that this dichotomy oversimplifies the history of yoga as well as its meanings for contemporary practitioners. By discussing a wide array of modern yoga types, from Iyengar Yoga to Bikram Yoga, Jain argues that popularized yoga cannot be dismissed - that it has a variety of religious meanings and functions. Yoga brands destabilize the basic utility of yoga commodities and assign to them new meanings that represent the fulfillment of self-developmental needs often deemed sacred in contemporary consumer culture., Selling Yoga looks at how modern yoga developed into the self-developmental products and services that are widely consumed across the world today.
LC Classification Number
BL1238.52.J35 2014
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- c***m (421)- Votos emitidos por el comprador.Últimos 6 mesesCompra verificadaWOW!; I cannot believe this 3 Days to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 05/05, Mon, Received 05/08, Thu to Hawaii using free shipping; USPS Ground Mail, Book in Excellent Condition--Better Than Described ; TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!The Internment of Japanese Americans During World War II (#146005407795)
- v***v (2060)- Votos emitidos por el comprador.Mes pasadoCompra verificadaAlthough this book was not as described, with no picture of it in the listing, the seller communicated well and quickly gave me a full refund while letting me keep it. The minimal packaging left the book a bit vulnerable (typical for ThriftBooks), but it did arrive safely and timely. As usual, it’s hit or miss with this seller, but often times you can get great values, and their customer service is always very good. Many other sellers with millions of transactions don’t even communicate.
- 2***j (113)- Votos emitidos por el comprador.Mes pasadoCompra verificadaI've ordered several items from this vendor now and they've always been what they were advertised as. This was no exception. Both discs were in great shape as well as their jewel cases. Delivery is good, packaging is simple but effective for what you're paying and I haven't had any get damaged. Will keep buying from this vendor because of the results so far and good prices, too.
ThriftBooks
98,9% de votos positivos•19,7 millones artículos vendidos
Registrado como vendedor profesional
Votos de vendedor (5.695.493)
- c***m (421)- Votos emitidos por el comprador.Últimos 6 mesesCompra verificadaWOW!; I cannot believe this 3 Days to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 05/05, Mon, Received 05/08, Thu to Hawaii using free shipping; USPS Ground Mail, Book in Excellent Condition--Better Than Described ; TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!The Internment of Japanese Americans During World War II (#146005407795)
- v***v (2060)- Votos emitidos por el comprador.Mes pasadoCompra verificadaAlthough this book was not as described, with no picture of it in the listing, the seller communicated well and quickly gave me a full refund while letting me keep it. The minimal packaging left the book a bit vulnerable (typical for ThriftBooks), but it did arrive safely and timely. As usual, it’s hit or miss with this seller, but often times you can get great values, and their customer service is always very good. Many other sellers with millions of transactions don’t even communicate.
- 2***j (113)- Votos emitidos por el comprador.Mes pasadoCompra verificadaI've ordered several items from this vendor now and they've always been what they were advertised as. This was no exception. Both discs were in great shape as well as their jewel cases. Delivery is good, packaging is simple but effective for what you're paying and I haven't had any get damaged. Will keep buying from this vendor because of the results so far and good prices, too.