Constructing Identity Through Cultural and Ancient Interpretations of the Female Body

Anoop Bhogal-Nair, Coventry Business School, UK
Through complex negotiations of consumption practices, Indian women in contemporary, modernizing society are shown to be forging identities that challenge traditional ideologies of ‘womanhood’. Through societal surveillance and patriarchal control, young women’s body projects come under moral scrutiny, tempering the fissure between the self as individual and as collective object.
[ to cite ]:
Anoop Bhogal-Nair (2013) ,"Constructing Identity Through Cultural and Ancient Interpretations of the Female Body ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.