The Computer As 'Middle Agent': Negotiating the Meanings of Marriage on a Sikh Online Dating Site

In this paper we consider how virtual marketspaces are reshaping socio-cultural contexts by exploring how intergenerational meanings and expectations of marriage are being negotiated through consumption of an online dating site,, a site that is used by the Sikh community to find potential life partners. The findings show that key socio-cultural tensions around the question of Sikh courtship are being negotiated through the use of this medium. The paper concludes with a discussion of the role of the computer as ‘middle agent’, a role that is taken traditionally by a family friend in arranged Sikh marriages.


Pauline Maclaran, Anne Broderick, Amandeep Takhar, and Liz Parsons (2007) ,"The Computer As 'Middle Agent': Negotiating the Meanings of Marriage on a Sikh Online Dating Site", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 60-65.


Pauline Maclaran, Keele University, UK
Anne Broderick, De Montfort University, UK
Amandeep Takhar, Keele University, UK
Liz Parsons, Keele University, UK


E - European Advances in Consumer Research Volume 8 | 2007

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