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Outputs (4)

‘Yoga Helps!?’ Problems between Efficacy and Legitimization (2024)
Journal Article
Augspurger, J. U. (2024). ‘Yoga Helps!?’ Problems between Efficacy and Legitimization. Religions of South Asia, 18(1-2), 169-189. https://doi.org/10.1558/rosa.25832

This paper explores the role of health discourse from yoga providers and biomedical research in popularising transglobal yoga and legitimizing claims about its health benefits. As contemporary yoga is more widely associated with physical and mental h... Read More about ‘Yoga Helps!?’ Problems between Efficacy and Legitimization.

‘Yoga Helps!?’ Problems between Efficacy and Legitimization (2024)
Journal Article
Augspurger, J. U. (2024). ‘Yoga Helps!?’ Problems between Efficacy and Legitimization. Religions of South Asia, 18(1-2), 169-189. https://doi.org/10.1558/rosa.25832

This paper explores the role of health discourse from yoga providers and biomedical research in popularising transglobal yoga and legitimizing claims about its health benefits. As contemporary yoga is more widely associated with physical and mental h... Read More about ‘Yoga Helps!?’ Problems between Efficacy and Legitimization.

Transforming Lives and Businesses: Spiritual Aspirations in Yoga Marketing (2022)
Journal Article
Augspurger, J. U. (2022). Transforming Lives and Businesses: Spiritual Aspirations in Yoga Marketing. Implicit Religion, 25(3/4), 311-336. https://doi.org/10.1558/imre.27215

This article explores the aspirational marketing modalities promoted by “spiritual marketing coaches” (SMC) that target freelancers in the well-being and yoga sector. It focuses on the narratives of success applied in what is essentially a “marketing... Read More about Transforming Lives and Businesses: Spiritual Aspirations in Yoga Marketing.