Wellbeing for sale: Representations of yoga in commercial media
This article focuses on how spirituality and commercialism are intertwined in the representations of yoga in the media. For this study, articles on yoga were collected from seven Finnish popular magazines, and analyzed using qualitative close reading guided by sensitizing concepts of subjective well...
| Main Author: | |
|---|---|
| Contributors: | |
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
[publisher not identified]
[2015]
|
| In: |
Temenos
Year: 2015, Volume: 51, Issue: 1, Pages: 45-70 |
| Standardized Subjects / Keyword chains: | B
Yoga
/ Wellness
/ Spirituality
/ Commercialization
|
| RelBib Classification: | AG Religious life; material religion AZ New religious movements BK Hinduism, Jainism, Sikhism |
| Further subjects: | B
Spirituality
B consumer culture B Yoga B media representations |
| Online Access: |
Volltext (kostenfrei) |
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| 520 | |a This article focuses on how spirituality and commercialism are intertwined in the representations of yoga in the media. For this study, articles on yoga were collected from seven Finnish popular magazines, and analyzed using qualitative close reading guided by sensitizing concepts of subjective wellbeing spirituality and prosumerism. The results show that looks, wellbeing and health are found to be the main selling points of yoga, whereas spirituality is used as a distinguishing device and a tool for constructing a consumer identity associated with ‘spiritual’ values. The material also raises questions on the possibility of anti-consumerist trends within contemporary yoga. | ||
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