Glocal yoga: Re-appropriation in the Indian consumptionscape

被引:53
作者
Askegaard, Soren [1 ]
Eckhardt, Giana M. [2 ]
机构
[1] Univ So Denmark, DK-5230 Odense M, Denmark
[2] Suffolk Univ, Boston, MA 02108 USA
基金
澳大利亚研究理事会;
关键词
consumers; globalization; India; re-appropriation; yoga; ASIAN BRANDS; CULTURE;
D O I
10.1177/1470593111424180
中图分类号
F [经济];
学科分类号
02 ;
摘要
The contemporary global consumptionscape is characterized by a vast array of global economic, technological and cultural flows. These flows connect different consumer cultures in complex ways. One outcome of global cultural flows is the re-appropriation of cultural practices in their places of origin after a process of sanctioning in (most often) the western hotbed of consumer culture production. In this paper we explore how the crossing and re-crossing of boundaries has fundamentally transformed the practices and ideas behind local consumption practices in the Indian marketplace; specifically, yoga. We uncover six ways in which middle class yoga consumers in India interpret glocal yoga as it becomes a fashionable practice: yoga as a resource management technique, yoga as a health practice, market oriented yoga, global yoga, global yoga as cultural domination, and yoga as national heritage. We discuss the implications of this re-appropriation process for our understanding of marketplace globalization.
引用
收藏
页码:45 / 60
页数:16
相关论文
共 42 条
[1]  
Alter JosephS., 2004, YOGA MODERN INDIA
[2]  
[Anonymous], 2004, PERFORMANCE NOUVELLE
[3]  
Appadurai A., 1990, Theory, Culture Society, V7, P295, DOI [10.1177/026327690007002017, DOI 10.1177/026327690007002017]
[4]   SOME LIMITS OF RATIONAL MAN ORGANIZATIONAL THEORY [J].
ARGYRIS, C .
PUBLIC ADMINISTRATION REVIEW, 1973, 33 (03) :253-267
[5]  
Arnold E., 2000, WHY CONSUMPTION, P140
[6]  
Askegaard S., 2011, CONSUMPTION MARKETS, V14
[7]  
Askegaard S., CULTURAL IDENT UNPUB
[8]  
Askegaard Soren., 2009, Beyond Hofstede: Culture Frameworks for Global Marketing and Management, P101
[9]  
Bourdieu P., 2001, SCI SCI REFLEXIVITY
[10]  
Campbell Colin., 2007, The Easternization of the West