The Gold That Binds: the Ritualistic Use of Jewelry in a Hindu Wedding

EXTENDED ABSTRACT - Gold jewelry is deeply woven into the social, cultural and religious fabric of Indian Hindu (AHindu’@) life. In most Hindu communities, gold forms an indispensable part of the jewelry that bedecks a bride (Shukla 2000) as she undergoes the rituals that will incorporate her into her groom’s family. Since weddings are the major cultural performance of every Hindu family (Kolenda 1984), we examined the ritualistic use of gold jewelry in weddings to develop insights into the Hindu perspective of possession meaning. We synthesized the relevant literature with data from fifteen depth interviews before, during, and after participant-observation of the Hindu wedding of ALisa@ (WF22) to ASanjay@ (IM22). The longitudinal nature of the data collection engendered a temporal perspective of Lisa’s journey into a Hindu extended family.


Karen V. Fernandez and Ekant Veer (2004) ,"The Gold That Binds: the Ritualistic Use of Jewelry in a Hindu Wedding", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 55-55.


Karen V. Fernandez, University of Auckland
Ekant Veer, University of Auckland


NA - Advances in Consumer Research Volume 31 | 2004

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