Don’t Freak, I’m a Sikh: Stigma, Styled Identities and Social Distancing of the Turbaned Sikh Male
This working paper investigates how Sikh men utilise social distancing strategies in developing distinct identities not narratives. Grounded in social identity theory, we examine how global discourses of ‘Islamophobia’ have prompted ‘Sikh projects’ as strategies to de-stigmatize cultural symbols and ultimately, socially distance one 'Other' from another 'Other.'
Citation : Bhogal-Nair, A. and Lindridge, A. (2016) Don’T Freak, I’m a Sikh: Stigma, Styled Identities and Social Distancing of the Turbaned Sikh Male", in NA - Advances in Consumer Research, 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, pp. 720-720
Research Institute : Centre for Enterprise and Innovation (CEI)
Peer Reviewed : Yes