Yogaland is Anxious Because It Is An Industry With A Product That May Not Exist
THERE IS NEVER ANYTHING TO PRODUCE. In spite of all its materialist efforts, production remains a utopia. We can wear ourselves out in materializing things, in rendering them visible, but we will never cancel the secret.
— Baudrillard, The Ecstasy of Communication (1987)
Note: This bit of exploratory theory is inspired by the modern globalized yoga industry, as described in sources like Andrea Jain’s Selling Yoga: From Counterculture to Pop Culture. If you’re a yoga teacher or student who identifies as existing outside of that industry, or feel you belong to a community that plays no part in it, this post may not concern you.
Actually, the 80 billion USD per year global yoga industry does have a product.
But it’s not a thing.
It’s not a car, or a book, or an app, or a head of romaine lettuce.
It’s not therapy or medical service.
You have to pay for it, while suspecting you’ll ever possess it.
The product is a wish, projection, or longing.
You must embody it for it to be real. The effort involved in this can be endless.
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