This also applies to the marketing of yoga.
Here is a quote from Wilson's 'Mindfulness in America"
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Here is a quote from Wilson's 'Mindfulness in America"
[www.h-net.org]
Quote
“the promoters of mindfulness in America ... know mindfulness is highly valuable and they know that they cannot actually sell the thing itself. Given this conundrum, peddlers of mindfulness must take two indirect approaches: they must either sell auxiliary products designed to introduce or augment mindfulness, or sell their expertise at teaching mindfulness and delivering the benefits of mindfulness” (p. 136).
Wilson then proceeds to describe the auxiliaries sold by DharmaCrafts, Dharma Communications, and OneTaste, and the expertise (mostly books) sold by those with robes, degrees, or other sanctions. Wilson’s concern here, as elsewhere, is not to evaluate the offerings themselves, rather he is here evaluating the marketing of those offerings (e.g., Chade-Meng Tan’s Search Inside Yourself [2012] is mindfulness brilliantly marketed [p. 141]).
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