Patrick McCartney, "Authenticity, Legitimacy and the Transglobal Yoga Industry: A Sociological Analysis of Shanti Mandir" (Routledge, 2025)
Description
This book is a sociological study of knowledge and knowers and explores the production and perceived value of 'yogic knowledge', how distinction is curated, and how access to this knowledge is gained. The book focuses on the organization Shanti Mandir (SM) in India, a new religious movement, which was founded in 1987 by Swami Nityananda Saraswati. By identifying the structuring forces of the guru's discourse, and focusing on the marketing strategies and subsequent exchanges of capital and affective emotions, this monograph documents what the legitimate yogic identity promoted by SM is within the context of the transglobal yoga industry. A highly original and incisive portrait of an Indian devotional community with strong transnational connections, this book will be of interest to researchers studying South Asian Studies, Religious Studies, Indian religion and yoga.
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