Continuity with Consumer Culture -- Through Branding
The Global Popularization of Yoga Early modern yoga was often marred by controversy for its countercultural agenda. Despite its visibility therefore, modern yoga only attracted a small following in the West made up of those who could afford to be eccentric. FOUR (Jain's three) DEVELOPMENTS enabled the global popularization of modern yoga: Mobility : The ability to travel allowed teachers to travel to sell their wares and consumers to travel to seek new experiences. Disillusionment with Established Religious Institutions : Gurus and godmen were able to break into the spiritual marketplace with solutions to these problems. Growth of Consumer Culture : Postural Yoga Increasingly Intersected with growing global consumer culture-they appropriated popular ideas and practices of late 20th century consumer culture enabling the shift from visibility to popularization through consumption. The notion of CHOICE is central to consumer narratives. This CHOICE runs counter to the meta-narrative...