Wellbeing for sale: Representations of yoga in commercial media

  • Liina Puustinen Department of Political and Economic Studies, University of Helsinki. Visiting Fellow, Department of Media and Communications, London School of Economics and Political Science.
  • Matti Rautaniemi
Keywords: yoga, spirituality, consumer culture, media representations

Abstract

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.

Author Biography

Liina Puustinen, Department of Political and Economic Studies, University of Helsinki. Visiting Fellow, Department of Media and Communications, London School of Economics and Political Science.
Dr. Visiting Fellow, Department of Media and Communications, London School of Economics and Political Science.
Published
2015-06-08
How to Cite
Puustinen, L., & Rautaniemi, M. (2015). Wellbeing for sale: Representations of yoga in commercial media. Temenos - Nordic Journal of Comparative Religion, 51(1), 45-70. https://doi.org/10.33356/temenos.40878
Section
Articles