Consuming Bollywood: young Sikhs social comparisons with heroes and heroines in Indian films
Affiliation
University of KeeleIssue Date
2010Subjects
identityBollywood
social comparison theory
consumer culture
qualitative research
social identity
Sikh culture
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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.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):1057Publisher
Taylor and FrancisJournal
Journal of Marketing ManagementAdditional Links
http://www.tandfonline.com/doi/abs/10.1080/0267257X.2010.508978Type
ArticleBook
Language
enISSN
0267-257X1472-1376
ae974a485f413a2113503eed53cd6c53
10.1080/0267257X.2010.508978
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