¹Bima Bayusena, ²Erlina Zulkifli Mahmud, ³Randy R.

¹Department of Linguistics, Universitas Padjadjaran, Bandung Indonesia
²Department of Linguistics, Universitas Padjadjaran, Bandung, Indonesia
³Department of Literature and Cultural Studies, Universitas Padjadjaran, Bandung Indonesia

DOI : https://doi.org/10.47191/ijsshr/v7-i01-99

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ABSTRACT

As fashion is embodied, all aspects of fashion become a matter of embodied experience, including its color. This qualitative research focused to discuss the interpretation of color choice as a complex matter relating personal, cultural and global myths and beliefs using discourse analysis. The myth of fashion color of yoga maintained in nowadays India Traditional Yoga Schools is compared to the interpretation of daily fashion color for yoga practitioners in Bandung and the fashion color of yoga practitioners participating in FORNAS 2023 when they participated as asana group performers. The result showed that the different myths took place in selecting fashion colors and global commodification occurred as the color choice of modern yoga practitioners tend to follow global trends and even chose colors avoided in the strict tradition of Yoga. The result also suggested that personal color choice on the daily basis was only partly applicable as yoga practitioners also considered conformity with their community through dress code and color choice for special events. The stage performance suggested how yoga in Indonesian leaned largely on global fashion trends and put aside the myth of Hindu traits, replacing it with moslem and national/local cultural identities inserted as attributes in their stage performance fashion. Global color trend of 2023, uniformity of fashion, yoga mat colors, and the use of international brand indicated how yoga in Indonesia has become a part of commodification, with apparent consequences.

KEYWORDS:

Ayurveda, color physical properties, cultural consequences of yoga commodification, discourse analysis, Patanjali

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Volume 07 Issue 01 January 2024