Commodification of Yoga

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Commodification of Yoga Commodification of Yoga Compiled by: Trisha Lamb Last Revised: April 27, 2006 © International Association of Yoga Therapists (IAYT) 2005 International Association of Yoga Therapists P.O. Box 2513 • Prescott • AZ 86302 • Phone: 928-541-0004 E-mail: [email protected] • URL: www.iayt.org The contents of this bibliography do not provide medical advice and should not be so interpreted. Before beginning any exercise program, see your physician for clearance. Addressing the class. Ascent, Spring 2004, 21:48-51. Ascent asked an eclectic panel of Yoga teachers 3 questions: What are the most crucial issues facing Yoga today? What trends could affect the way Yoga is practices in the future, positively or negatively? and What would you most like to see as Yoga evolves in the West? Respondents include Georg Feuerstein, Helen Goldstein, Tawanna Kane, Celeste Mallett, Chip Hartranft, and Sharon Gannon. Ahmed, Rashmee Z. Pop yoga in UK: Trendy, pricey, risky. The Times of India Online, 11 Jan 2002. Article available online: http://www.timesofindia.com/articleshow.asp?art_id=1560497811&prtPage=1. Alsever, Jennifer. C’mon, get happy, but the calm will take some cash. The New York Times, 9 Jan 2005. “Judy Forsyth could make a payment on a luxury car for what she spends each month on stress relief. “Ms. Forsyth, a Silicon Valley computer consultant, forks over nearly $500 a month for spa treatments, massages, incense and yoga products. She has paid $160 for a game that uses biofeedback to help her meditate. “‘The expense is right up there with rent,’ said Ms. Forsyth, 45, who spent $10,000 on a recent trek to India for peace and relaxation. ‘In the Silicon Valley, it’s crazy; the stress is unbelievable. Sometimes it’s really hard to sit and meditate.’ “People like Ms. Forsyth who are working longer hours and carrying larger workloads are a big force driving a lucrative new market centered on relaxation. Time-pressed Americans increasingly want to buy their serenity off the shelf, and countless companies line up to sell it to them in the form of personal consultants, specialized video games, vitamins, yoga, massage, biofeedback, self-help books and hypnotism training. In 2003, Americans spent $36 billion on relaxation products, according to the Natural Marketing Institute, a consulting and research firm in Harleysville, Pa. “While the products may benefit buyers, at least one critic questions the size of the marketplace that has emerged to meet Americans’ desire for relaxation. ‘No matter what kind of problem we suffer from, someone always offers a product as a solution,’ said John de Graaf, a co-author of Affluenza: The All-Consuming Epidemic. “‘As overworked and overstressed Americans, we suffer from time poverty,’ he said. ‘In part, that results from our overconsuming and always wanting more and more.’ “But in an uncertain economy, many people, including Ms. Forsyth, feel increased pressure to work even more. Out of fear of losing her job, she said, she often sacrifices personal time. ‘If I get laid off, it’s going to be pretty hard to get a job,’ she said. 2 “That kind of tension has created an open market for a number of businesses . .” Badiner, Allan Hunt, ed. Mindfulness in the Marketplace: Compassionate Responses to Consumerism. Berkeley, Calif.: Parallax Press, 2002. Reviewed by Eric Sean Nelson, Journal of Buddhist Ethics, 2003, 10. Article available online: http://jbe.gold.ac.uk/10/nelson01.html. Contents: The crisis of consumerism; Patriarchal roots of overconsumption; Buddhism in the global economy; Illuminating darkness: Western Buddhism; A systems view of overconsumption; A new economics to save the earth: A Buddhist perspective; The practice of generosity; Looking deeply at the nutriments; Buddhist perspectives on economic concepts; The religion of consumption: A Buddhist perspective; How not to feast from the poison cake; What then must we do? Re-imagining the American Dream; A quick Q & A on Buddhism and materialism; Ethical economics; Alternatives to consumerism; Buddhism and poverty; Buddhist economic systems; Boomer Buddhism; Zen and money; A meditation on money; Down to business: Paul Hawken on reshaping the economy; Is there slavery in your chocolate?; Sarvodaya; Rebuilding the movement to win; Where does it come from? Where does it go?; Right livelihood, spirituality, and business; Diet for a mindful society; Voluntary simplicity; Toward dematerialization; The new storytellers; Nourishing ourselves, nourishing others: How mindful food choices reduce suffering; Sustainable living; Vinaya: A modern Buddhist’s guide to global consumer culture; Personal planetary practices ___________. Spending wisely. Tricycle: The Buddhist Review, Winter 2002, pp. 90-92. Discusses his book Mindfulness in the Marketplace with Tricycle’s managing editor, Peter Alsop. Berton, Justin. Mind/body/profit: Forget organic farmers—the spiritual marketing niche has a new pal: Madison Avenue. The Bohemian, 13 – 19 Dec 2001, pp. 17-21. Betts, Kate. Yoga, unlike fashion, is deep. Right? The New York Times, 15 Dec 2002. Fashion & Style section. Article available online: http://www.nytimes.com/2002/12/15/fashion/15VIEW.html. ___________. Yoga’s growing reach: A trove of new gear embraces the yoga mystique. Time, 31 Jan 2005. “The whole point of Yoga may be to check your ego at the door, but that doesn’t mean you can’t assume Downward Dog with style. As yoga has grown in popularity in the U.S. over the past several years—15 million Americans practiced it in 2003, according to a Harris Interactive poll published by Yoga Journal—so too has the availability of the requisite mats, blocks and stretchy clothing. 3 “Americans spend an estimated $20 billion a year on yoga products—everything from $400 Marc Jacobs—designed mat bags to Juicy Couture yoga pants. Celebrities like Gwyneth Paltrow, Sting and Madonna have been photographed toting their mats to Ashtanga classes, and some, like model Christy Turlington, even began marketing their own line of yoga gear. “Yoga-related products, once limited to the provinces of privately owned studios and niche catalogs, are turning up on the shelves of big-time retailers. All kinds of yoga- related accessories are now available at sporting-goods stores and department stores; you can even buy yoga gear at Costco and Wal-Mart. At REI, the specialty outdoor store, sales of yoga mats, blocks and other props were up 98% in 2004 compared with the year before . .” Bharthapudi, Kiran. A dollar tag on Yoga. Hindustan Times, 14 Mar 2005. Article available online: http://www.hindustantimes.com/news/181_1278768,00500024.htm. This Indian newspaper laments the fact that Yoga has become so commodified in the West as interest in this ancient discipline has grown. Bodhi, Bhikkhu. Walking even amidst the uneven. Buddhist Publication Society Newsletter, 1996, No. 33. Article available online: http://www.accesstoinsight.org/lib/bps/news/essay33.html. Abstract: Where can we find encouragement to progress towards our spiritual goals when we live immersed in a consumer-driven world that places such high value on material achievement? The Buddha’s teachings here come to our aid, with advice ranging from how laypeople can live in harmony with their wealth, to his encouragement that we at least consider making the great renunciation that monastics have found to be of such incalculable support. Carlson, Peter. Greed and lust make yoga gurus tie themselves in knots: America’s yoga teachers are now patenting poses, seeking sex and giving spirituality a bad name. The Indian Express, 2 Sep 2002. Article available online: http://www.indianexpress.com/full_story.php?content_id=8673. This article is responded to by Rajvi Mehta, editor of Yoga Rahasya, in the 2002, 9(4) issue, pp. 39-41, in an article entitled “Beware of the Klesas (Afflictions).” Article also published as “Chakra Full of Scandal: Baring the Yogis,” The Washington Post, 27 Aug 2002, p. C01. A recap of Paul Kegan’s article “Yogis Behaving Badly” in Business 2.0. See below under “Kegan” for the full citation. Chodron, Bhikshuni Thubten. Shopping the dharma: Consumer culture has spawned a class of spiritual shoppers who bring their acquisitive instincts to the practice of dharma. Tricycle: The Buddhist Review, Winter 2002, pp. 41-44. “We shop for the best product—best group, the most realized teacher, the highest practice.” 4 Clairol ColorSource. Clairol Natural Instincts Find Your Balance Yoga Sweepstakes. 2004. URL: www.clairol.com. “Are you ready for a total mind-body-beauty experience? It’s the best in beauty and yoga—brought to you by the less risk, more reward haircolor. Experience yoga classes taught by actress and yoga expert Mariel Hemingway. Plus, enjoy expert advice from the Natural Instincts beauty team. Listen to live music, get great giveaways & more! All for free…just be there!” Festivals were held in four major cities—Los Angeles, San Francisco, Chicago, and New York—and one sweepstakes winner was flown to New York for special treatment and a private Yoga session with Mariel Hemingway. All other festival participants attended free for an open class with Hemingway, who was promoting her new book, Finding the Balance, while helping Clairol promote their haircolor products. Clairol Natural Instincts Hair Color. Joint ad for the latter and Yoga Journal’s Yoga Step by Step video series in the Sep/Oct 2004 issue of Yoga Journal. Ad copy: “As a practicing yogini, you’ve already made whole-body health an important part of your lifestyle. Now Yoga Journal and Clairol Natural Instincts have joined forces with two wonderful new ways to nurture yourself from head to toe without leaving the comfort of your home!” Cleaves. Kundalini: (The Sublime Power). 15 Jan 2005. Article available online: http://cleaves.zapto.org/clv/newswire.php?story_id=69&search_text=yoga. “As a result of the widespread commercialisation of ‘Yoga’ in the US and the overnight manifestation of numerous ‘expert’ teachers, an alarming amount of misinformation and misinterpretation of Yoga philosophy has occurred.
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