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New Age Capitalism: Making Money East of Eden by Kimberly J. Lau,

New Age Capitalism: Making Money East of Eden by Kimberly J. Lau,
The pursuit of wellness has become a fundamental and familiar part of everyday life in America. We are surrounded by an enticing world of products, practices, and promotions assuring health and happiness -- cereal boxes claim that their contents can reduce the risk of heart disease, bars of aromatherapy soap seek to wash away our stresses, newspapers celebrate the wonders of the latest superfoods and herbal remedies. No longer confined to the domain of Western medicine, suggestions for healthy living often turn to alternatives originating in distant times and places, in cultures very different from our own. Diets from ancient or remote groups are presented as cures for everything from colds to cancer; exercise regimens based on Eastern philosophies are heralded as paths to physical health and spiritual wellbeing. In New Age Capitalism, Kimberly Lau examines the ideological work that has created this billion-dollar business and allowed "Eastern" and other non-Western traditions to be co-opted by Western capitalism. Extending the orientalist logic to the business of health and wellness, American companies have created a lucrative and competitive market for their products, encouraging consumers to believe that they are making the right choices for personal as well as planetary health. In reality, alternative health practices have been commodified for an American public longing not only for health and wellness but also for authenticity, tradition, and a connection to the cultures of an imagined Edenic past. Although consumers might prefer to buy into "authentic" non-Western therapies, New Age Capitalism argues that the market economy makes this goal unattainable.



Soap-box cart - A soap-box cart is a wheeled vehicle frequently built by children (and some adults) for recreation. The name soap-box cart reflects the fact that wooden crates used to transport soap were, historically, very often the starting point for building these, though many other materials are used.

Soap Box Derby - The Soap Box Derby is a youth soapbox car racing program which has been run nationally since 1934. World Championship finals are held each August at Derby Downs in Akron, Ohio.

The Box (soap opera) - The Box was a popular Australian soap opera than ran on Network Ten from 1974 until 1977.

Don Box - Don Box is a technical author and one of the original four designers of SOAP, a basic messaging layer for web services. He currently works as a software architect at Microsoft and is involved with Microsoft Indigo and related technologies.



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