TY - JOUR AU - Puustinen, Liina AU - Rautaniemi, Matti PY - 2015/06/08 Y2 - 2024/03/28 TI - Wellbeing for sale: Representations of yoga in commercial media JF - Temenos - Nordic Journal for the Study of Religion JA - Temenos VL - 51 IS - 1 SE - Articles DO - 10.33356/temenos.40878 UR - https://journal.fi/temenos/article/view/40878 SP - 45-70 AB - <p class="Normaali1">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.<br /><br /></p> ER -