Bollywood: a ‘Consumer Reacculturation Agent’

This interpretive research investigates the concept of reacculturation, whereby ethnic individuals focus on adopting the customs and traditions of their ethnic minority culture, within an environment that is not their ancestral homeland. The focus within this research is on how third generation, UK born British Sikhs, consume Bollywood films and how the consumption of Bollywood films lead to reacculturation towards their ancestral homeland culture and customs. To date consumer researchers have tended to focus on the acculturation (Penaloza, 1989, 1994) of migrant communities, however this research is particularly fruitful as it focuses on the role of the reacculturative characteristics of Bollywood films within the lives of third generation British Sikhs. Three key themes emerged, 1) the role of Bollywood in the reacculturation and reconnection with the Indian culture, 2) the role of Bollywood films in bringing the family together and 3) the role of Bollywood in enabling third generation British Sikhs to become aware of their diasporic consciousness and in constructing a hybrid East and West Identity.


Amandeep Takhar (2011) ,"Bollywood: a ‘Consumer Reacculturation Agent’", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 695-696.


Amandeep Takhar, University of Bedfordshire, UK


NA - Advances in Consumer Research Volume 39 | 2011

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