Yoga Journal’s “Body Issue” Rebranding: Encouraging, Disturbing, ContradictoryPosted on Sep 15, 2014 in Blog
According to their recent press release, YJ has “2 million print readers, 1 million unique Web users, 1.2 million Facebook fans, half a million newsletter subscribers, and 11 international editions,” making it “the number-one, leading yoga media brand in the world.” That’s a wide reach, and a lot of media influence. I care about what Yoga Journal does because I care about how yoga is being taught in the world – and magazines, web platforms, and social media are powerful ways in which people transmit ideas and information and, for better or worse, learn about yoga today.
So when I got YJ’s new “Body Issue” in the mail yesterday (I have a subscription through my yoga teacher insurance policy), I was truly interested to see what it would contain. As soon as I could, I sat down and read/skimmed through the whole thing, cover to cover. And because I think that what happens with YJ is important to the yoga community and beyond, I wanted to share my thoughts, and encourage others to do the same.
Bottom line: I found the “new” issue to be both encouraging and disturbing. It’s encouraging in that it reveals the work of a thoughtful, intelligent editorial team, which, by all appearances, seems committed to the project of communicating images and ideas about yoga intended to make the practice safer, healthier, and more empowering for a much wider range of people. The visuals and writing reflect a new dedication to being more inclusive and diverse. There’s also evident support for the growing yoga service and outreach movement. Further, articles promoting fair trade, veganism, and local food sourcing communicate the message that yoga, properly understood, extends far beyond asana to include active concern for other people, animals, and our environment. All of this is really good, and encouraging. There is a lot to celebrate in the new, “rebranded” Yoga Journal.
But. Precisely because of these commitments, the issue also inadvertently highlights just how big the disjuncture between the healthy versus the dysfunctional sides of yoga has become. On the one hand, the magazine shares some authentic, inspiring, and deeply positive stories and images that communicate the healing, transformative possibilities of a truly mindful practice. On the other, thanks to Chelsea Roff’s excellent article, it also presents some exceptionally graphic, hard-hitting reporting on how yoga has been increasingly turned into a practice that can encourage body dysmorphia and physical, psychological, and emotional self-harm.
Of course, insofar as the “rebranding” brings such literally life-threatening problems to light, it’s important and good, regardless of how disturbing the news it communicates may be. But here’s the twister: While the “Body Issue” frankly acknowledges that there’s a huge shadow side to yoga today, it does so in a context that in many ways perpetuates the very same problems it’s critiquing.
The “Body Issue’s” unacknowledged internal contradictions makes reading it a strangely contradictory experience: encouraging for the many positive steps it makes toward developing a more healthy and inclusive practice, and disturbing for the dysfunctional silences surrounding content that’s part of the very same set of problems being critiqued.
A Maze of Contradictions
Here’s some concrete examples of how the “new” Yoga Journal presents a contradictory mix of images and information that’s simultaneously encouraging and disturbing:
Page 40: This is a standout page in terms of breaking out of the “old” YJ paradigm, which tended to make everyone who couldn’t identity with an idealized image of a thin, bendy, beautiful, white, heteronormative yogini feel marginalized and/or inadequate. There’s an eye-catching photo of self-described “fat, black yoga teacher” Dianne Bondy in Ustrasana, looking authentically lovely and real. Part of a set of six short excerpts from the forthcoming anthology, Yoga and Body Image: 25 Personal Stories About Beauty, Bravery, & Loving Your Body, Dianne’s quote also succinctly acknowledges the continued reality of racism in North American societies, an explosive topic that the “old” YJ would have likely avoided entirely.
Perhaps even more startlingly, YJ editors saw fit to highlight a quote form Teo Drake’s essay about how yoga helped him make the transition from female to male. Such de facto support for transgender rights is certainly controversial and a bold move on the “new” YJ’s part.
Pages 42-43: Turning the page to continue reading the “Yoga and Body Image” excerpts, one encounters a strange sight. One the left side of the spread, we find a hard-hitting statement from Kate McIntyre Clere, Director of “Yogawoman,” about how she wants to raise her daughter to be free from body image issues by “bringing a conscious and critical eye to the media, challenging the capitalist business model.” Yet, on the right-hand side of the spread, what do we find but a full-page ad of Kathryn Budig – the same woman who’s on the cover and the leading figurehead of the “rebranding” charge – in her oh-so-familiar incarnation as Our Naked Lady of Toesox Perfection, Beauty, and Bliss.
Sorry to be snarky, but . . . huh? I found the juxtaposition of content on these two pages to be really, really strange. Surely, it couldn’t have been deliberate irony on the editors’ part? But, how could they possibly miss the contradiction? (which only deepens as you read on).
I flipped back to look at Kathryn’s image on the magazine’s cover. Again, I found it to be a bizarre juxtaposition with the Toesox advertisement. To me, it’s hard to believe that the woman portrayed on each full-page spread is really the same person. She looks so different. Plus, symbolically, the images do not communicate anything close to the same message. The cover says: Natural! Happy! Strong! I don’t need to be Photoshopped to look super-tall and thin to be on a magazine cover! Meanwhile, the Toesox ad says: Cool. Perfect. Beautiful. Untouchable. Effortlessly in control. Absolutely and utterly flawless.
Particularly given the larger context of the magazine itself, the messages that these two images communicate directly contradict each other. Are we not supposed to notice this?
Pages 96-118: Chelsea Roff’s article on “Yoga’s Shadow Side” breaks important new ground for the magazine with a powerful, emotionally arresting analysis of how yoga is alternately being used to either exacerbate or heal our current epidemic of body dysmorphia and disordered eating. This one article alone is sufficient to command respect for the fact that YJ’s “rebranding” is not simply marketing fluff: there is important, meaningful, and challenging new work being supported and shared. As with the “Yoga and Body Image” excerpt, YJ’s proves that it’s willing to take some risks to present information that has teeth. This is not fluffy, feel-good, mass-market yoga pabulum; it is serious writing on a critically important, literally life-or-death issue.
Pages 99 & 112: Chelsea’s article highlights yoga teacher and clinical psychologist Bo Forbes’ critique of how commercialized yoga imagery can – and often does – have a profoundly negative impact on women’s psyches. “It’s not enough to be thin; female yogis often feel the pressure to be thin, strong, and flexible. They’re critiquing their bodies with unattainable ideals,” Bo states.
A bit further on in the article, Lauren Medeiros, a 31-year old woman suffering from severe anorexia, is profiled as one of several women whose health problems worsened as she became psychologically entangled in this “unattainable ideal” of the perfect “yoga body”: “The image of an ideal yogini as thin, toned, and spiritual – represented in media images and often personified in her classmates – became a yardstick she used to criticize and berate herself,” Chelsea writes.
Back cover: Fresh from Chelsea’s hard-hitting critique, what do I find gracing the back cover of the magazine but a super-glossy Hardtail ad of two yoginis who not only appear perfectly “thin, toned, and spiritual,” but are also performing a super-advanced partner yoga pose with apparent effortlessness and ease. The beautiful blonde’s handstand backbend is perfectly poised on the stunning brunette’s knees (yikes – can bearing all that weight really be safe for such a sensitive and injury-prone joint?), who gazes beatifically up to heaven.
Between these two “yoga goddesses,” Chelsea’s article on “Yoga’s Shadow Side,” the Our Naked Lady of Toesox ad, and Kate McIntyre Clere’s injunction to bring “a conscious and critical eye to the media, challenging the capitalist business model,” I’m starting to feel more than a little psychologically whipsawed by all of the unacknowledged mixed messaging in the rebranded “Body Issue.”
Page 59: Of course, I realize that Yoga Journal needs ad revenue, and that ToeSox and HardTail may not have gotten the memo about the ways in which the idealized “yoga body” imagery they’re pushing is causing harm. The contradictions I saw in the magazine, however, were not limited to the ads.
The featured interview with cover model and Toesox goddess Kathryn Budig particularly stood out in this regard. The first surprise of the feature was hearing Kathryn characterize herself as “curvy” – a term that I would have never, ever in a million years have thought of associating with her before. After all, her Toesox campaign – which, according to the interview, has been running for a good eight years now – is nothing if not a parade of images celebrating idealized physical perfection and beauty. The term “curvy,” in contrast, is frequently used synonymously with “fat.”
So suddenly, yoga goddess Kathryn Budig is “curvy”? Say what?
Pages 48-55: Yet, it’s true: When I looked at the photo of Kathryn on the cover of the magazine, as well as in the photo spread in which she demos Uttanasana and Tittibhasana, she does not, in fact, have the sort of exceptionally tall, thin, and yet still inexplicably full-breasted figure that is so favored by our insane “women’s media.” Of course, she’s not the least bit fat, either. But, let’s not get into the horrible process of dissecting a woman’s body in print, other than to say the obvious: she looks strong, healthy, pretty, and great.
But, OK, fine: “Curvy” it is.
Page 59: Kathryn’s interview goes on to discuss the impact of social media, and how posting endless pictures of “smiling, pretty” people who seem to “have it all” can (in her words) get “really, really dangerous.” Recently, she’s started working to counter that trend by posting photos that show visible “flaws,” such as cellulite. For sure, this is cool, and even brave, given the horrifying level of scrutiny that the bodies of women in the public eye are subject to today. She can have a lot of positive impact doing this, and should be applauded for it.
Yet, when asked by YJ if she has any second thoughts about her ToeSox ads, she replies: “I don’t believe in changing anything, but it has been a challenge to watch my 25-year-old body turn into a 32-year-old body.”
Whoa. As someone who’s 20 years ahead of her on the female body-aging curve, I found that statement quite arresting. Because, oh my oh my: at 32, you are still way, way closer to having a youthful body than you are going to be in just a few short years. Statistically, women’s bodies undergo a major shift at age 35 that makes us less fertile and more prone to gaining weight easily. Plus, if you have a child (or several), your waistline will almost certainly remain forever thickened. And from there . . . well, I won’t go on. Suffice it to say that as an older woman, I found this statement quite poignant, if disappointingly obtuse. Because, of course, most women were never in a position to identify with the vision of perfected beauty that the 25-year old Kathryn Budig represented in the first place.
If she finds it hard to confront images of her 25-year-old self at the still relatively young age of 32, how does she imagine her 8-year long ad campaign went down among aspiring yoginis who really are “curvy”? Or not “prettily” white? Or any number of other attributes that don’t fit this mass marketed ideal?
Or, for that matter, what about the sort of young, pretty, white women portrayed in Chelsea’s article who did identify with such imagery – but in ways that tragically fed their sickness?
I’m not trying to blame Kathryn Budig for other people’s eating disorders, which of course have many causes beyond any single ad campaign, no matter how long-running, successful, and influential. My key point here is not about her as an individual: rather, it’s about the mixed messaging that the “Body Image” issue represents as a whole.
And I really do think it’s awesome that Kathryn is now leading a charge for “curvy” body acceptance. Lots and lots of women love and admire her, and changing her public image by releasing more realistic photos and talking up body positivity is going to have a positive impact. On the other hand, it’s clear that the negative relationship between idealized images of the “yoga body,” body dysmorphia, and disordered eating, which Chelsea describes so powerfully in her article, has not been adequately understood and internalized by the woman who’s leading YJ’s body-positive “rebranding.” Personally, I view this as a problem.
Page 118: Following the same pattern, Chelsea’s otherwise excellent article uncritically presents Tara Stiles as something of a thought leader on the subject of how yoga teachers can best work with students they suspect may be suffering from disordering eating. Yet, this is the same woman who recently made headlines by pushing the envelope on soft-pornified imagery of the idealized “yoga body” with her highly publicized campaign for the high-end W hotel chain. It’s puzzling that someone who was recently being driven around Manhattan performing provocative yoga poses on a bed in a big glass box is so easily accepted as a sage voice of insightful teaching and healing when it comes to precisely the same set of “yoga body” issues that the article is otherwise critiquing.
If such critiques are really going to stick, I don’t believe the yogalebrities can have their cake and eat it too, capitalizing on the idealized “yoga body” one day and advocating for healthy body imagery the next. If such mixed messaging continues unchecked, this pattern is simply going to produce a new round of confusion, dysfunction, and denial in the yoga community, which already has a history of serious problems on all counts.
I’m all for having celebrity yoga teachers (among others) take leadership roles in a new body-positive campaign. But, I think that they need to walk their talk consistently, if necessary taking the time to educate themselves deeply on issues that will almost certainly prove difficult to confront. The same, of course, holds true for yoga advertisers, Yoga Journal, and all of us involved in the yoga world today.
I believe that we can shift the paradigm, and the time is now. But to do it, we’ll need to be radically honest with ourselves and cut the it’s-all-good bullshit. It’s not.
Yet, yoga continues to offer incredible resources for healing, transformation, and renewal. In a world that’s so deeply confused, suffering, and broken, let’s not waste time with anything but meaningful teaching and practice – starting where we are today, yes, but moving forward with honesty, courage, and determination.
If you’d like to support the growing movement to create an authentically body-positive yoga culture, you can follow the Yoga and Body Image Coalition here.