Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter (peer-reviewed) › peer-review
Publication date | 1/03/2019 |
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Host publication | Performing identity – How British Asians acquire subcultural capital, build social capital, and gain distinction through Bollywood, music and dance |
Editors | Domen Bajde, Dannie Kjeldgaard, Russell W. Belk |
Publisher | Emerald Group Publishing Ltd. |
Pages | 85-101 |
Number of pages | 17 |
ISBN (Electronic) | 9781787542853 |
ISBN (Print) | 9781787542860 |
<mark>Original language</mark> | English |
Event | 2018 Consumer Culture Theory Conference - Odense, Denmark Duration: 28/06/2018 → … https://www.sdu.dk/CCT2018 |
Conference | 2018 Consumer Culture Theory Conference |
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Country/Territory | Denmark |
City | Odense |
Period | 28/06/18 → … |
Internet address |
Name | Consumer Culture Theory |
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Publisher | Emerald |
Volume | 20 |
ISSN (Print) | 0885-2111 |
Conference | 2018 Consumer Culture Theory Conference |
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Country/Territory | Denmark |
City | Odense |
Period | 28/06/18 → … |
Internet address |
Purpose: This chapter seeks to understand ethnic identification among second-generation consumers by drawing upon the lived experiences of British Indian migrants in England. Methodology/Approach: The authors analyze interviews with middle-class, Hindu, second-generation British Indian women through Bourdieu’s key concepts of capital, field, habitus, and distinction. Findings: Through resources such as Bollywood cinema, and Indian schools for language, music, and dance, second-generation consumers acquire, use and (re) produce situationally prized subcultural capital for distinction from other ethnic consumers and members of the white majority group. Ethnicity is central to second-generation consumers’ identity projects, and their everyday social interactions. Ethnicity is considered in uplifting and empowering terms, and first-generation consumers play a key role in reinforcing this belief. Research Limitations/Implications: Due to our small sample size, limited by class, religion, and gender, the findings of this chapter might not be gen-eralizable to the wider population. Instead, they can be used to develop new theoretical ways of understanding ethnicity in multicultural settings with long-established migrant populations. Social Implications: Ethnicity can play a central and positive role in the everyday lives of second-generation consumers. By investigating this further, we can improve our understanding of contemporary, multicultural societies. Originality/Value of Paper: Prior work in consumer research has focused on understanding first-generation migrant consumers through the lens of acculturation, and foregrounding experiences of stigma and tension. Instead, the authors foreground the positive and uplifting lived experiences of second-generation consumers in relation to their ethnicity. This chapter extends the literature on second-generation ethnic consumer identity work.