“I Will Give Gold, Silver and Gold Coins”, Says Bride’S Mother: Ethnomusicology of Consumer Culture in the Ritual Songs of India

In this research I have ethnographically analyzed ritual songs to find out the collective desire of a cultural group. I found that collective desires are expressed for possession of objects, brands and relationships.



Citation:

Ram Vikas (2015) ,"“I Will Give Gold, Silver and Gold Coins”, Says Bride’S Mother: Ethnomusicology of Consumer Culture in the Ritual Songs of India", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: .

Authors

Ram Vikas, Institute of Rural Management Anand, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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