Don’T Freak, I’M a Sikh: Stigma, Styled Identities and Social Distancing of the Turbaned Sikh Male
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.'
Anoop Bhogal-Nair and Andrew Lindridge (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 Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 720-720.
Anoop Bhogal-Nair, University of Northampton, U.K
Andrew Lindridge, Open University, U.K
NA - Advances in Consumer Research Volume 44 | 2016
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