KNES 287 Lecture Notes - Lecture 18: Weight-Bearing, Ableism, Risk Society

• School: University of Maryland
• Department: Kinesiology
• Course: KNES 287
• Professor: Andrews

Document Summary

Do(cid:374)"t see ge(cid:374)de(cid:396) too (cid:373)u(cid:272)h i(cid:374) the subcultures all included. Despite their alternative status, lifestyle sports are implicated in reproduction of traditional power relations and identities (class, ethnicity, and gender biased) Sexism on the slope many sexualized and masculine signs. Many subcultural trends become incorporated into mainstream commercial culture. Withi(cid:374) (cid:862)alte(cid:396)(cid:374)ati(cid:448)e/lifest(cid:455)le(cid:863) spo(cid:396)ti(cid:374)g subcultures, there is often a tension between: subcultural autonomy and commercial incorporation. Yoga" su(cid:271)(cid:272)ultu(cid:396)e has shifted i(cid:374) (cid:272)ha(cid:396)a(cid:272)te(cid:396) a(cid:374)d spli(cid:374)te(cid:396)ed i(cid:374)to seg(cid:373)e(cid:374)ts was about health and heating and then following a transformative path but not is commercially incorporated. The yoga subcultural divide: spiritual vs secular, sacred vs profane, mental wellness vs physical fitness, transformation vs commercialization. Advertising revenues have increased up 8% in the past five years and the advertisers no longer appeal only to a counter culture market. Johnson and johnson ford motor co, etc have begun advertising in the journal, which (cid:449)as fou(cid:374)ded i(cid:374) (cid:1005)9(cid:1011)(cid:1009) fo(cid:396) (cid:455)oga"s the(cid:374)-hippie subculture.