DTS200 Lecture #9 November 6 2012
- Midterm- 100 points, worth 25%, November 27 10:10-12:00.
o Part 1: define 10 of the following 15 words with one or two sentences 3 points ach ex:
labour Diaspora- diaspora that moves in ways of work, you can talk about the other
diaspora- victim, trade, labour, imperial...
Lecture notes and readings.
o Part II: short answers- answer 4 of the following 6 questions with 4-5 sentences. The
idea here is not only to describe but also to explain the significance of the concept or
distinction. 5 points
Ex: how does Charles Taylor understand the difference between cultural and
o Part III: Essay question- write an essay responding to 1 of the 3 questions provided.
Whenever possible, make reference to relevant readings, theories and issues. 50 points
Example: why is cultural diversity a challenge for liberalism? And how have
societies employed multiculturalism to response to this challenge?
Every lecture could have a potential essay question
Could be between lectures. Bridge lectures.
Last week, this week and next week subjectivity Diaspora. ***
TOURISM!!! Will be on the test
- The co modification of yoga
o This builds on last week but also with the jersey shore conversation. Here we are talking
about the co modification of a diaspora and who owns a diaspora
Yoga provides an interesting moment when a practice that is associated with a
certain community and culture and gets co modified.
o What is the process of co-modification? And who owns a diaspora?
o Reading: Marx and the general debate over yoga- New York Times, and a counter
argument about Yoga itself.
- Take back Yoga
o In terms of diaspora- what are some of the question and vocations about what we see
o Yoga= spiritual disciple, part of being Hindu, Gita, UGu= union, join and unit. Unite it
between individual being and the soul. Concept of non-violence.
o American= when people take up yoga physically it sometimes helps them become more
spiritual. Do not preach religion. Hindu does not have exclusive hold on Yoga.
o What is the overall point of issue?
Who has rights to Yoga?
Hindu’s believe that since it originated from them they have the sole right to call
Question of authenticity- what does real yoga constitute. Cultural sensitivity- Yoga may not be as sensitive as it could be.
Orientalism- how the world is associated as east instead of west. Vague
generalized east is easily made into a commodity
o Why call it yoga?
If it is all about exercise why call it yoga?
o Why would people be sensitive to call this yoga? Flexibility and stretching?
No a great respect to the tradition of yoga
- The process by which characteristics of a diaspora gets comodified, and how leaders try to get
o We see that with the Jersey Shore this is what Italians in America are trying to tell
people that, that is not what Italians are all about.
- Take back Yoga
o The popularity of yoga continues to skyrocket in the western world as yoga studios
become as prevalent as starbucks and the likes of Lululemon find continued success in
the mass marketing of $108 form enhancing yoga pants. As this $6 billion industry
completes one Suryanamaskar after another, there has been growing concern form the
Hindu American Foundation about a conscious delinking of yoga from its Hindu roots
Delinking of the roots of Yoga
We have a growing market place that is connecting yoga to whatever it can
It could become a link with this long tradition of performance enhancing pants.
How these pants get connected to Yoga? Delinked to history
- Who owns Yoga
o Starbuck, Lululemon
o A commodity- (Marx) something that can be bought and sold. Something separated
from the labour which produces it.
o Paired up Lululemon with Starbuck because they are a great example of companies
which are connected to commodification of diaspora.
o What is it about Starbucks? They are not just selling coffee. They are selling an
experience of consuming the coffee. What is this experience? Represents a class
hierarchy. Whenever you buy a coffee a certain percentage goes to a developing
country. They have a fair trade coffee unlike Tim Horton’s. Most of their coffee is from
Guatemala. Trendy cafe culture produced anywhere.
Starts in Seattle in the 90s.
And it is re-creating this experience anywhere. When we talk about affect- there
is a certain music playing, it smells good, it is comfortable
What commodities do for us?
Ethical subjectivity- cultivating a sense of self. Self esteem has a role
here. And commodification here is that as a consumer we choice to
purchase something from here than there why? Class status?
o What is it about Lululemon where we can make a bridge to Starbucks? Create an
experience like Starbucks. More athletic now than about Yoga. We are all caught in the chain of commodity because we are all in a position to represent ourselves. Tactics to
move a product which has historical roots
- Who own the diaspora?
o Lululemon and The Jersey Shore
- Response by an out spoke critic- supporting HAF- calling to take back Yoga
o Prof Aseem Shukla, Univ. Of MN
o The willingness of this person to so quickly concede to the language of capitalism-
o In the language of ownership and purchasing who owns the diaspora.
o Companies like Lululemon and yoga teacher have no problem commodifying yoga apart
from its Hindu roots
o Response from Deepak Chopra
“Yoga did not originate in Hinduism as Prof. Shukla claims”
- What do we think of the two sides?
o Is this just about the money?
- Yoga is a Commodity
o Regardless, we want to think about Yoga as something you can buy.
o This is surprising that one can just purchase Yoga
o A useful or valuable thing, such as water or time.
o The act of stretching is not something able to bought and develops a sense of self.
- Tara Stiles
o The best example of the commodification of Yoga in the sense of Yoga a commodity.
o She recognized that Yoga studios offered an expensive price for classes, and now she
created it for only 10 dollars a class.
o Markets it by a gorilla marketing on the internet
o Creates a particular application of Yoga for people
She made it very assessable
o Who own the diaspora and Yoga? The politics of Tara Stiles?
o She is the spokes person for Nissan LEAF to sell the electric car that Nissan has
o This about the e