Karma Cola: Marketing the Mystic East (Vintage International)
by Gita Mehta
In Karma Cola: Marketing the Mystic East, Gita Mehta examines the cultural exchange between East and West, focusing on how spirituality and ideas of the East are shaped, presented, and marketed. The result is an incisive work of cultural commentary about perception, commerce, and the modern appetite for mysticism.
About This Book
Karma Cola: Marketing the Mystic East by Gita Mehta explores how ideas about the East are presented, packaged, and received in the modern world.
The book considers the meeting point of spirituality, commerce, and cultural perception.
With its focus on the marketing of the “Mystic East,” it offers a critical perspective on the ways cultures and beliefs can be represented for Western audiences.
This Vintage International edition presents Mehta’s work as an engaging contribution to cultural criticism and contemporary nonfiction.
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