Don’t Freak, I’m a Sikh: Stigma, Styled Identities and Social Distancing of the Turbaned Sikh Male

Date

2016

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DOI

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Conference

Peer reviewed

Yes

Abstract

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.'

Description

Keywords

Marketing, Identity, Religion, Religious Minority, Social Media

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

Rights

Research Institute

Centre for Enterprise and Innovation (CEI)