Movements seeking to infuse markets with moral values often end up utilizing the market mechanism and support from mainstream actors to scale up, even if it comes at the cost of diluting their founding ethos. But this process can be particularly challenging for movements that are explicitly opposed to using a market mechanism as a means of scaling up. Our analysis of yoga between 1975 and 2016 reveals how a countercultural movement fundamentally opposed to a capitalist market economy but seeking to grow can paradoxically become syncretic with or infiltrated by concepts and beliefs that are core to the market system but incompatible with the movement’s original ethos. We show how, before such a movement can be commodified, it must be de-essentialized, a process that requires stripping away key aspects of its history, context, and religious commitments and transforming collective goals into individual ones. This process involves not only external entrepreneurs looking to mine the movement but also movement leaders seeking wider enrollment of resource-rich actors to scale the movement up. We show how codes borrowed from parallel movements and templates borrowed from markets can be instrumental in driving such a movement’s transformation. Through this extreme case of the yoga movement, we advance understandings of how movements can become syncretic with values and practices they fundamentally oppose.

试图为市场注入道德价值的运动通常最终会利用市场机制并得到主流参与者的支持以扩大规模，即使这样做是以削弱其创始精神为代价的。但是，对于明确反对使用市场机制作为扩大规模的运动，此过程可能会特别具有挑战性。我们对1975年至2016年之间瑜伽的分析揭示了反文化运动从根本上反对资本主义市场经济但寻求发展的过程如何反常地与市场体系的核心但与运动的原始精神格格不入的概念和信念融合或渗透。我们展示了如何在对这种运动进行修饰之前，必须对其进行去本质化处理，该过程需要剥离其历史，背景，和宗教承诺，并将集体目标转变为个人目标。这个过程不仅涉及寻求挖掘该运动的外部企业家，还包括运动领导者寻求更多资源丰富的参与者的加入以扩大运动的规模。我们展示了从平行运动借来的代码和从市场借来的模板如何有助于推动这种运动的转变。通过瑜伽运动的这种极端情况，我们可以进一步理解运动如何与它们从根本上反对的价值观和实践保持一致。我们展示了从平行运动借来的代码和从市场借来的模板如何有助于推动这种运动的转变。通过瑜伽运动的这种极端情况，我们可以进一步理解运动如何与它们从根本上反对的价值观和实践保持一致。我们展示了从平行运动借来的代码和从市场借来的模板如何有助于推动这种运动的转变。通过瑜伽运动的这种极端情况，我们可以进一步理解运动如何与它们从根本上反对的价值观和实践保持一致。