Selling Yoga

The sociologist, Andrea Jain, contextualizes the historical roots of yoga in this well-researched and readable book. For the yogi who has read everything, she provides a refreshing perspective. She addresses the yoga explosion in the West, linking spiritual consumer culture with late-stage capitalism without the typical moralizing, or nostalgia for a so-called golden age of yoga. She shows that yoga was never a fixed historical or essentialist enterprise, but rather, always changing and adapting to the culture that surrounded it. That culture, in turn, re-makes yoga over and over. While serious yogis can respect yoga’s roots, we’re also part of… show more.