Mantras and Monetization: The Commodification of Yoga and Culture

Abstract

Yoga is a worldwide cultural phenomenon. In the United States, its integration into mainstream media effectuated its presence on television, on clothing, and in gyms across the nation. A significant contributor to its international boom was its transformation from a culture into a fungible commodity. No longer limited to a mind-body practice, yoga and its industry dominate both national and international apparel and fitness markets. Though the recent iteration of yoga’s commodification brought certain accessibility and progress, little regulation and high demands have generated significant consequences that distance yoga’s physical practice from its holistic nature and cultural background.

This Article identifies the consequences of yoga’s commodification and classifies them into four broad categories: environmental consequences, social consequences, physical consequences, and cultural consequences. Though yoga’s commodification produces positive and negative consequences, this Article seeks to address the glaring negative consequences to ensure the industry’s sustainability and longevity. The Article discusses yoga’s consequences by weaving together multiple disciplines, including critical race theory and intellectual property. It analyzes the consequences using general critiques to commodification and offers non-exhaustive suggestions for how yoga’s culture may be preserved as its industry continues to flourish.

Keywords: Sports & Entertainment Law, Critical Race Theory, Commodification