Competitive Charity: A Neoliberal Culture of 'Giving Back' in Global Yoga
Recent developments in global yoga show a tendency towards social activism in the charity market. As part of this, Yoga Aid World Challenge 2012 (founded in 2007) is a good example of how neoliberal organisational culture and generosity may become entangled. Competition stands out as an unusual stra...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Carfax Publ.
[2015]
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| In: |
Journal of contemporary religion
Year: 2015, Volume: 30, Issue: 1, Pages: 73-88 |
| Standardized Subjects / Keyword chains: | B
Yoga
/ Charity organization
/ Neo-liberalism
/ Globalization
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| Online Access: |
Volltext (Verlag) Volltext (kostenfrei) Volltext (kostenfrei) |
| Rights Information: | CC BY-NC 4.0 |
| Summary: | Recent developments in global yoga show a tendency towards social activism in the charity market. As part of this, Yoga Aid World Challenge 2012 (founded in 2007) is a good example of how neoliberal organisational culture and generosity may become entangled. Competition stands out as an unusual strategy in the predominantly gentle type of modern postural yoga. During this 24-hour event, yoga is practised across 25 countries worldwide, following the course of the sun. Corresponding social networks and digital media strongly promote, months before the event, the joy of practising yoga and equate the meaning of life with giving. This is interpreted with findings from behavioural economics on altruism and from new institutional economics on the organisers' communication and event marketing. This article paints a picture of hybrid social network formation and a cluster of affects, including competition, gratitude, and a sense of obligation. |
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| ISSN: | 1469-9419 |
| Contains: | Enthalten in: Journal of contemporary religion
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| Persistent identifiers: | DOI: 10.1080/13537903.2015.986977 DOI: 10.15496/publikation-73446 HDL: 10900/132090 |