Influencers gestaltning av yoga, meditation, mantra och tantra : En kvalitativ studie av tre influencers bloggar

Sammanfattning: This essay describes three Swedish female influencers’ illustration of Hindu and Buddhist concepts, yoga, meditation, mantra and tantra. The questions that are studied and answered are the following: How do influencers illustrate yoga, meditation, mantra and tantra through their blogs? How can the influencers’ descriptions of yoga, meditation, mantra and tantra be an expression of new religious practise? And finally, in our last question we discussed the use of influencers’ blogs in an educational way. The theories we used was a new religious theory, implying that the words are used in a new religious context through the blog, aswell as a gender theory that explains the relation between women and religious movements. To answer our questions we used a discourse analysis on the following words: yoga, meditation, mantra and tantra. The result of our discourse analysis is that the influencers use the words in a new religious context in their blogs. We came to this conclusion because we found a wellbeingdiscourse, a fitness-discourse and a strong consumption-discourse among other things. All of these are key points in new religious movements. The Hindu and Buddhist contcept was more or less non-existent, which confirm our new religious theory. Regarding our gender theory, we saw that the influencers followed the same pattern as our described theory.