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...
| Autore principale: | |
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| Altri autori: | |
| Tipo di documento: | Elettronico Articolo |
| Lingua: | Inglese |
| Verificare la disponibilità: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Pubblicazione: |
[2015]
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| In: |
Temenos
Anno: 2015, Volume: 51, Fascicolo: 1, Pagine: 45-70 |
| (sequenze di) soggetti normati: | B
Yoga
/ Benessere psico-fisico
/ Spiritualità
/ Commercializzazione
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| Notazioni IxTheo: | AG Vita religiosa AZ Nuove religioni BK Induismo; Giainismo; Sikhismo |
| Altre parole chiave: | B
Spirituality
B consumer culture B Yoga B media representations |
| Accesso online: |
Volltext (kostenfrei) |
| Riepilogo: | 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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| ISSN: | 2342-7256 |
| Comprende: | Enthalten in: Temenos
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