Consuming Bollywood: young Sikhs social comparisons with heroes and heroines in Indian films
dc.contributor.author | Takhar, Amandeep | en_GB |
dc.contributor.author | Maclaran, Pauline | en_GB |
dc.contributor.author | Parsons, Elizabeth | en_GB |
dc.contributor.author | Broderick, Anne | en_GB |
dc.date.accessioned | 2012-05-15T10:26:17Z | |
dc.date.available | 2012-05-15T10:26:17Z | |
dc.date.issued | 2010 | |
dc.identifier.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 | en_GB |
dc.identifier.issn | 0267-257X | |
dc.identifier.issn | 1472-1376 | |
dc.identifier.doi | 10.1080/0267257X.2010.508978 | |
dc.identifier.uri | http://hdl.handle.net/10547/223772 | |
dc.description.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. | |
dc.language.iso | en | en |
dc.publisher | Taylor and Francis | en_GB |
dc.relation.url | http://www.tandfonline.com/doi/abs/10.1080/0267257X.2010.508978 | en_GB |
dc.rights | Archived with thanks to Journal of Marketing Management | en_GB |
dc.subject | identity | en_GB |
dc.subject | Bollywood | en_GB |
dc.subject | social comparison theory | en_GB |
dc.subject | consumer culture | en_GB |
dc.subject | qualitative research | en_GB |
dc.subject | social identity | en_GB |
dc.subject | Sikh culture | en_GB |
dc.title | Consuming Bollywood: young Sikhs social comparisons with heroes and heroines in Indian films | en |
dc.type | Article | en |
dc.type | Book | en |
dc.contributor.department | University of Keele | en_GB |
dc.identifier.journal | Journal of Marketing Management | en_GB |
html.description.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. |
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Centre for Advances in Marketing (CAM)
CAM concentrates on streams of research into branding, cross-cultural marketing and marketing communications.