Legitimation of hybrid cultural products: The case of American Yoga
Abstract
Cultural hybridization indicates mixing, intermingling, and fusion of cultures that the globalized world enables and produces. Adopting an institutional theoretic framework, this article examines how hybrid cultural products strive for legitimacy in the context of yoga. We conceptualize American Yoga as a hybrid cultural practice that emerged as yoga was reconfigured through dialectical exchanges between India and the West and acquired new forms and meanings in the geographical and cultural sphere of the United States. The findings reveal a series of reterritorialization strategies through which market actors seek to advance moral, cognitive, and pragmatic legitimacy for American Yoga, accompanied by identity, ownership, and authenticity centered tensions. We illustrate reterritorialization as a legitimation process mediated by strategies of market actors and identify unique outcomes in legitimation of hybrid cultural products drawing from polar perspectives on hybridization.
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A prevailing ideology of neoliberal multiculturalism institutionalized a desire to appreciate cultural difference as a valorized consumer identity project.
“For the past decades, a prevailing ideology of neoliberal multiculturalism suited to the demands of transnational capitalism institutionalized a desire to appreciate cultural difference as a valorized consumer identity project (Coskuner-Balli and Ertimur 2017; Thompson and Tambyah 1999; Veresiu and Giesler 2018).”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Coskuner-Balli and Ertimur 2017
Other consumption contexts where cultural difference forms an important source of value-American yoga, aestheticized reincarnations of Brazilian cuisine, and the Westernization of the KonMari tidying method-already exhibit their own unfolding versions of self-authorization.
“Other consumption contexts where cultural difference forms an important source of value-American yoga (Askegaard and Eckhardt 2012; Coskuner-Balli and Ertimur 2017), aestheticized reincarnations of Brazilian cuisine (Zanette et al. 2021), and the Westernization of the KonMari tidying method (Sudnick 2022)-already exhibit their own unfolding versions of self-authorization.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Coskuner-Balli and Ertimur 2017
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References 48 · Cited by 74
- Authors
- Coskuner-Balli, G., & Ertimur, B.
- Affiliations
- Chapman University, USA
- Fairleigh Dickinson University (US)
- ORCID
- Ertimur, Burçak
- Venue
- Marketing Theory
- Publisher
- SAGE Publications
- Published
- 2016-09-13
- Volume
- 17
- Issue
- 2
- Pages
- 127-147
- ISSN
- 1470-5931 (ISSN-L)
- 1741-301X
- OpenAlex
- W2519809750
- Cited by
- 74
- References
- 48
- Citations by year
- 2026: 8 · 2025: 2 · 2024: 8 · 2023: 8 · 2022: 21 · 2021: 7 · 2020: 7 · 2019: 9 · 2018: 2 · 2017: 2
- FWCI
- 8.42
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Marketing Theory (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Management and Organizational Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Sociology and Political Science › Globalization and Cultural Identity
- Keywords
- cultural hybridization, legitimation, yoga, reterritorialization, institutional theory, authenticity, ownership, identity, market participants, globalization
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