Imagined multiple worlds: How South Asian women in Britain use family and friends to navigate the "border crossings" between household and societal contexts

Lindridge, Andrew M.; Hogg, Margaret K. and Shah, Mita (2004). Imagined multiple worlds: How South Asian women in Britain use family and friends to navigate the "border crossings" between household and societal contexts. Consumption, Markets and Culture, 7(3) pp. 211–239.

DOI: https://doi.org/10.1080/1025386042000271342

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Abstract

Our primary goal is to capture glimpses of “the imagined … multiple worlds” of young adult women in post-modern ethnic families, households and society. Drawing on a dialogical model of acculturation and diasporic identity, we show how young South Asian women in Britain use multiple identities across a variety of cultural settings to negotiate and navigate cultural and consumer behavioural borders. Using an ethno-consumerist framework for our research design, we provide a more nuanced understanding of the intersections between ethnicity, identity, self and consumption in families and peer friendship groups. These interactions reflect the individual’s co-existence and identity maintenance in two cultures.

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