Consuming Bollywood: Young Sikhs social comparisons with heroes and heroines in Indian films

Abstract

This interpretivist study uses social comparison and social identity theory to consider how members of the British Sikh community are consuming Bollywood films (the Indian movie industry). In applying social comparison theory to this ethnic context, we seek to extend knowledge of how this theory relates to cultural identity construction. In terms of social identity and acculturation, the social function of Bollywood films and their popular consumption provide a valuable narrative space to negotiate and ‘remoor’ ethnic identity. Three key themes emerged to illustrate the ways in which the social comparisons that Bollywood encourages are influencing the identities of third generation British Sikhs: (1) social comparison and ideals of romance; (2) gender differences: making comparisons to heroes and heroines; and (3) British versus Indian self: Bollywood as a medium for identity reconstruction.

Keywords:

• Bollywood
• social comparison
• social identity
• British Sikhs