Consuming Bollywood: young Sikhs social comparisons with heroes and heroines in Indian films

2.50
Hdl Handle:
http://hdl.handle.net/10547/223772
Title:
Consuming Bollywood: young Sikhs social comparisons with heroes and heroines in Indian films
Authors:
Takhar, Amandeep; Maclaran, Pauline; Parsons, Elizabeth; Broderick, Anne
Abstract:
This UK based interpretivist study uses social identity and social comparison theory to consider how third generation members of the British Sikh community are consuming Bollywood films. Through the application of social comparison theory this study seeks to extend knowledge relating to how social comparison theory contributes to ethnic identity construction. The consumption of Bollywood provides a valuable to negotiate ethnic identity. There are three key themes that emerged to demonstrate the ways in which social comparisons to Bollywood are influencing the ethnic identities of third generation British Sikhs: (1)social comparisons and ideals of romance, (2) gender differences: making comparisons to heroes and heroines; and (3) British versus Indian self.
Affiliation:
University of Keele
Citation:
Takhar, A., Maclaran, P., Parsons, E., Broderick, A. (2010) 'Consuming Bollywood: Young Sikhs social comparisons with heroes and heroines in Indian films' Journal of Marketing Management 26 (11-12):1057
Publisher:
Taylor and Francis
Journal:
Journal of Marketing Management
Issue Date:
2010
URI:
http://hdl.handle.net/10547/223772
DOI:
10.1080/0267257X.2010.508978
Additional Links:
http://www.tandfonline.com/doi/abs/10.1080/0267257X.2010.508978
Type:
Article; Book
Language:
en
ISSN:
0267-257X; 1472-1376
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorTakhar, Amandeepen_GB
dc.contributor.authorMaclaran, Paulineen_GB
dc.contributor.authorParsons, Elizabethen_GB
dc.contributor.authorBroderick, Anneen_GB
dc.date.accessioned2012-05-15T10:26:17Z-
dc.date.available2012-05-15T10:26:17Z-
dc.date.issued2010-
dc.identifier.citationTakhar, A., Maclaran, P., Parsons, E., Broderick, A. (2010) 'Consuming Bollywood: Young Sikhs social comparisons with heroes and heroines in Indian films' Journal of Marketing Management 26 (11-12):1057en_GB
dc.identifier.issn0267-257X-
dc.identifier.issn1472-1376-
dc.identifier.doi10.1080/0267257X.2010.508978-
dc.identifier.urihttp://hdl.handle.net/10547/223772-
dc.description.abstractThis UK based interpretivist study uses social identity and social comparison theory to consider how third generation members of the British Sikh community are consuming Bollywood films. Through the application of social comparison theory this study seeks to extend knowledge relating to how social comparison theory contributes to ethnic identity construction. The consumption of Bollywood provides a valuable to negotiate ethnic identity. There are three key themes that emerged to demonstrate the ways in which social comparisons to Bollywood are influencing the ethnic identities of third generation British Sikhs: (1)social comparisons and ideals of romance, (2) gender differences: making comparisons to heroes and heroines; and (3) British versus Indian self.en_GB
dc.language.isoenen
dc.publisherTaylor and Francisen_GB
dc.relation.urlhttp://www.tandfonline.com/doi/abs/10.1080/0267257X.2010.508978en_GB
dc.rightsArchived with thanks to Journal of Marketing Managementen_GB
dc.subjectidentityen_GB
dc.subjectBollywooden_GB
dc.subjectsocial comparison theoryen_GB
dc.subjectconsumer cultureen_GB
dc.subjectqualitative researchen_GB
dc.subjectsocial identityen_GB
dc.subjectSikh cultureen_GB
dc.titleConsuming Bollywood: young Sikhs social comparisons with heroes and heroines in Indian filmsen
dc.typeArticleen
dc.typeBooken
dc.contributor.departmentUniversity of Keeleen_GB
dc.identifier.journalJournal of Marketing Managementen_GB
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