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Full-Text Articles in Arts and Humanities
Modern Transnational Yoga: A History Of Spiritual Commodification, Jon A. Brammer
Modern Transnational Yoga: A History Of Spiritual Commodification, Jon A. Brammer
Master of Arts in Religious Studies (M.A.R.S. Theses)
Yoga as both a physical activity and a spiritual practice has become an established part of Western culture. In recent years, the interest in postural forms of yoga and the philosophy from which they spring has developed into a multi-billion dollar industry; it has spawned volumes of popular histories and "how-to" books on the subject. However, scholars are only beginning to understand the true roots of modern transnational yoga (MTY) as it has developed in recent times. This thesis reviews the last two decades of scholarship in order to provide a credible explanation for MTY origins and argues that viewing …
Branding America: Patriotic Products And Consumerism After September 11th, Lori Bindig, M. Bosau
Branding America: Patriotic Products And Consumerism After September 11th, Lori Bindig, M. Bosau
Communication, Media & The Arts Faculty Publications
Post-9/11 culture provided an opportunity for companies to rebrand themselves and their products as American. In doing so, they supported the president’s directive to consume, gave Americans a concrete way to express their support for their country, and made a tidy profit in the process.
American Cars: Patriotic Consumption After September 11th, Lori Bindig, M. Bosau
American Cars: Patriotic Consumption After September 11th, Lori Bindig, M. Bosau
Communication, Media & The Arts Faculty Publications
Beginning September 20, 2001, the same day President Bush reiterated his call to participate in the U.S. economy, General Motors provided an outlet for patriotic consumption with a commercial announcing 0 percent financing on every new GM car and truck.