Vedic femininity,
new Age,
spirituality,
gender,
feminine and masculine,
self-help literature,
self-improvement
Abstract
The article examines the use of the concept of “Vedic” in contemporary Russian culture based on blog materials and interviews. Courses and training programs devoted to “Vedic femininity” are conducted by popular psychologists, religious or spiritual specialists, and teachers who claim access to “Vedic knowledge”. The patriarchal way of life serves as a model, where the man is responsible for the family’s prosperity, while the woman has the role of a housewife. In order to consolidate the ascribed identity, the courses offer training in practices relating to behavior, speech, clothing, profession, and hobbies. Vedic psychology focuses not upon Indian deity worship or the study of ancient texts, but rather on lifestyle, self-improvement, and gender prescriptions. The manuals also teach femininity through working on oneself and explain the passivity of the subject as the goal of training. Femininity courses seem opposed to western worldview because they include patriarchal scenarios, anti-feminist attitudes, and rigid essentialism. At the same time they seem to borrow a western techniques of “therapeutic culture,” such as “working through” mistakes and investing in one’s spiritual growth.
