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

  • Amandeep Takhar-Lail
    ,
  • Pauline Maclaran
    ,
  • Elizabeth Parsons
    ,
  • Anne Broderick
Research Output: Contribution to journal Article Peer-review

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.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 1057-1073

Journal (Volume, Issue Number)

Journal of Marketing Management (Volume 26, Issue 11-12)

Publication milestones

  • Published - 01/01/2010

Publication status

Published - 01/01/2010

ISSN

0267-257X

External Publication IDs

  • handle.net: 10547/223772
  • Scopus: 79958141551

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