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More than an exercise: the influence of social media on western yoga perception and practice motivation : a study on cultural appreciation and appropriation.

Rodrigues Peixoto, Ana Joel (2022) More than an exercise: the influence of social media on western yoga perception and practice motivation : a study on cultural appreciation and appropriation.

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Abstract:First of all, yoga has become a phenomenon and an increasingly popular activity on social media, yet the western yoga perception is being met with a large amount of criticism. Secondly, social media plays a big role in our day-to-day lives and due to the growth of social media users’, the world is becoming much more interconnected and different cultures are encountering each other. This clears the way for non- members to get a glimpse into foreign cultures, which in turn can reinforce cultural appropriation and appreciation. This study identifies how social media fosters western yoga perceptions, based on the four variables Social Media Behavior, Information Search, Perception of Yoga and Cultural Appropriation and Appreciation that have been analyzed in order to measure it. A survey has been conducted and distributed via different channels and eventually 120 became representatives, who engage in yoga practices. Results show a positive influence of Information Search as well as the Perception Of Yoga. Additionally, Information Search and Social Media Behavior have both, respectively, a positive influence on Cultural Appropriation and Appreciation.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/91256
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