1. New age orientalism: Ayurvedic 'wellness and spa culture.'.
- Author
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Islam, Nazrul
- Subjects
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HISTORY of medicine , *AYURVEDIC medicine , *MARKETING , *MEDICINE , *CULTURE , *ENTREPRENEURSHIP , *HEALTH , *INTERVIEWING , *MASSAGE therapy , *CASE studies , *MEDICAL personnel , *PATIENTS , *POWER (Social sciences) , *QUESTIONNAIRES , *REJUVENATION , *SOCIAL classes , *SPIRITUALITY , *TRAVEL hygiene , *USER charges , *QUALITATIVE research , *FIELD research , *LIFESTYLES - Abstract
The branding of ayurveda as a market strategy for the health consumer has become an important factor in the creation of 'New Age orientalist desire'. Using Vedic Village as a case, this paper shows how new age orientalism has been spread in modern India to middle class professionals, entrepreneurs and overseas health tourists. With this representation, ayurveda has become a wellness therapy instead of a means to restore health, and affluent people can now buy a package of 'ayurvedic healthy life' without changing their lifestyles. In addition to Euro-American health tourists, emerging middle class professionals and entrepreneurs in modern India have also become an integral part of the process of 'new age orientalization'. This paper concludes that the commodijied version of ayurveda, which has been developed in the West as part of 'wellness and spa culture', has become popular among the affluent middle class in India and abroad today, and through this the West has claimed and justifies authority over Eastern medicine. [ABSTRACT FROM AUTHOR]
- Published
- 2012
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