- Title
- Selfie appropriation by young British South Asian adults: reifying, endorsing and reinforcing dual cultural identity in social media
- Creator
- Lal Dey, Bidit; Balmer, John M. T.; Pandit, Ameet; Saren, Mike
- Relation
- Information Technology & People Vol. 31, Issue 2, p. 482-506
- Publisher Link
- http://dx.doi.org/10.1108/ITP-08-2016-0178
- Publisher
- Emerald
- Resource Type
- journal article
- Date
- 2018
- Description
- Purpose: The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies. Design/methodology/approach: The research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data. Findings: The appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience. Research limitations/implications: In terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon. Practical implications: Since young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services. Originality/value: The study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.
- Subject
- virtual community; community; social media; selfie; e-marketing; appropriation; acculturation; interpretivist research; appropriation management; British South Asian
- Identifier
- http://hdl.handle.net/1959.13/1401803
- Identifier
- uon:34966
- Identifier
- ISSN:0959-3845
- Rights
- © Bidit Lal Dey, John M.T. Balmer, Ameet Pandit and Mike Saren. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.or/licences/by/4.0/legalcode.
- Language
- eng
- Full Text
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