Constructing Hybrid Identity: the Consumption of Brit-Asia Bhangra Music

We propose that the consumption of the Brit-Asian music genre plays a pivotal role in the lives of young British Sikhs in the UK. It acts as a sub-cultural force that reinforces the British Sikh identity, but also mediates cultural and intergenerational tensions, therefore acting as a catalyst for change.


Dr. Amandeep Takhar and Dr. David Chitakunye (2016) ,"Constructing Hybrid Identity: the Consumption of Brit-Asia Bhangra Music", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 761-761.


Dr. Amandeep Takhar, University of Northampton, UK
Dr. David Chitakunye, AMA International University, Kingdom of Bahrain


NA - Advances in Consumer Research Volume 44 | 2016

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