Anuja Pradhan

PhD student, Associate Lecturer

Research Overview

My research lies within Consumer Culture Theory (CCT). I'm particularly interested in theorising the interplay between culture, consumption and identity-work among ethnic migrant consumers.

I'm currently researching ethnic identification in the marketplace. My thesis, by alternative format, involves understanding the lived experiences of first- and second-generation, middle class British Indian women. This project aims to contribute to consumer research by going beyond the acculturation paradigm and taking an 'asset perspective' by acknowledging resources unique to migrants. By doing this we develop a more nuanced understanding of ethnic migrants who are not necessarily marginalised or victimised. I leverage a range of different theoretical perspectives for my thesis including Bourdieu's theory of distinction, social anchoring, and transnationalism.