Neoliberal yoga
Chapter from Routledge Handbook of Yoga and Meditation Studies
Andrea Jain
Selling Yoga: From Counterculture to Pop Culture
This book explores how modern yoga became transformed from a largely countercultural phenomenon to a part of pop culture when entrepreneurs became strategic participants in a global market and succeed …
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Peace, Love, Yoga: The Politics of Global Spirituality
Peace Love Yoga analyzes growing spiritual industries and their coherence with neoliberal capitalism. “Personal growth,” “self-care,” and “transformation” are just some of the generative tropes in the …
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