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Diaspora and Transnational Studies
Kevin Lewis O' Neill

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 acultural modernity? 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 Yoga - 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 here? 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 it yoga  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 that back? 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  HAF  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- “intellectual property” 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
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