The neoliberal perils of yoga and self-care on apps and platforms

Abstract

This article situates the digital self-care industry within a neoliberal framework in which I critically analyze the effects of modern postural yoga through platforms and apps. In specific, I argue that the neoliberalization of digitally mediated self-care through Instagram, YouTube, Calm and Yoga-Go not only place the onus of health and wellbeing on individuals, they also endanger the physical health, mental health and digital privacy of their users. In turn, the consequences of economic and political systems that have created many of the social conditions that push people to seek ways in which they themselves can alleviate the pressures and stresses of everyday life continue to be ignored.