A Symbolized Research Into The Yoga Consumption Among Undergraduates

Yoga has gradually attracted the participation of citizens from almost all social classes. Meanwhile, the cultural essence extracted from yoga has increasingly drawn people's attention, and the symbolized meaning"fitness and fashion"is also increasingly supported by the public. Many factors like social fashion and vogue are all rich in yoga. Driven by commercial society and fashionable magic, people are all vulnerable to be influenced, more or less, in their material life and spiritual life, consciously or unconsciously following the cultural impetus of social fashion.Yoga, an incessantly commercialized bodybuilding activity, is favored and supported by the contemporary undergraduates. Based on the background of mass consumption society, this research investigates the yoga (a bodybuilding activity joined by undergraduates who are for pursuing fashionable things) with an attempt to study the symbolized meaning of undergraduates during their involvement in yoga. Besides, this research also carries out qualitative analyses into factors such as the intention, objective, involvement and consumption input among undergraduates in yoga.The research reveals: the activities related to body and body involvement begin to merge into the modern aesthetic view and daily life, from tradition to contemporary, marginal to centre, moderate to audacious, having covered many fields including economics, politics, literature and social life. Nowadays, yoga has been widely acknowledged as a healthy activity. The concept"fitness and fashion"conveyed by yoga meets the practical demand of undergraduates as consumers, realizing the combination of practical life process and consumption view among undergraduates.Nevertheless, undergraduates are not fully aware of their bodies'social economic and cultural meanings when their bodies are on display in the yoga. The added cultural value as well as the imagination and solicitation for body are all engraved in their bodies. The main rules of cultural value, hierarchy, even metaphysics are engraved in this interface, and intensified by the body display. As a result, there will be a symbolized meaning in the social activities related to body or body movement. The yoga consumption by undergraduates is a way for the conversion from symbolized meaning based on their body display to the pursuit of happy life. The beauty of life and detailed quality are determined by their self-realization, self-identification and self-position through their body perception and relation. In this process, the attention and emphasis for body health among undergraduates have become presentational and unilateral while the meaning of body in yoga has also became commercialized, modernized and symbolized. The symbolized consumption is bringing about more imagination and reverie to undergraduate than the original happiness.