Vol 2 No 2: The Branding, Marketing and Embodied Practice of Contemporary Yoga
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Book reviews
(The Donner Institute, Åbo Akademi, 2012)The American Soul Rush: Esalen and the Rise of Spiritual Privilege by Marion Goldman is reviewed by Matti Rautaniemi. India: A Sacred Geography by Diana L. Eck is reviewed by Sofia Sjö. -
Creating meaningful space: Yoga practice transforming bodily habits of 'being-in-the-world'
(The Donner Institute, Åbo Akademi, 2012)Buenos Aires, the city of tango, good meat, and. . . yoga? As in many modern big cities, yoga has become extremely popular during the last decades. It is everywhere; in gyms, book stores, yoga centers, multinational ... -
Yoga, change and embodied enlightenment
(The Donner Institute, Åbo Akademi, 2012)Though it has been claimed that modern yoga retains little of its origins of religious austerity, I will argue that even if yoga as a physical practice has taken a strong position among the modern fitness trends, there are ... -
Yoga in cyberspace? The web pages of yoga studios in Turku/Åbo
(The Donner Institute, Åbo Akademi, 2012)In this article, I will offer some comments on the websites of the nine yoga schools which are active in the city of Turku/Åbo at the present moment (see sources for the links). This work is part of a larger, ongoing ... -
Branding yoga: The cases of Iyengar Yoga, Siddha Yoga and Anusara Yoga
(The Donner Institute, Åbo Akademi, 2012)In October 1989, long-time yoga student, John Friend (b. 1959) travelled to India to study with yoga masters. First, he went to Pune for a one-month intensive postural yoga programme at the Ramamani Iyengar Memorial Yoga ... -
Editorial. The branding, marketing and embodied practice of contemporary yoga
(The Donner Institute, Åbo Akademi, 2012)Editorial for the special issue on The Branding, Marketing and Embodied Practice of Contemporary Yoga