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Spatializing purity and pollution: Stigma and consumption of beef in India

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Purpose: This paper examines beef consumption practices in two villages of Tamil Nadu, India. It inquires into how the upper castes create spatial boundaries to separate the inside from the outside in their consumption of beef.

Methodology: The research was carried out in two villages of Kariacheri and Pudupattinam located in the Kanchipuram district of Tamil Nadu, India. We conducted 70 in-depth interviews, and observed beef buying and consumption practices.

Findings: The research shows how the upper castes separate the inside from the outside and surreptitiously consume beef. Dalits or untouchables are unable to create such separations, and as a result are stigmatized and ostracized. Moreover, the distinction between the inside and the outside is not fixed but is in a state of transition.

Originality and value: This study offers insights into how stigma is defined by spatial boundaries. These insights help to understand purity, pollution, and stigma in consumption practices as ongoing processes that are often created to justify social divisions and discriminatory practices.

Original languageEnglish
Title of host publicationConsumer Culture Theory
EditorsSamantha N. N. Cross, Cecilia Ruvalcaba, Alladi Venkatesh, Russell W. Belk
PublisherEmerald Publishing Limited
Pages93-110
Number of pages18
ISBN (Electronic)9781787439061
ISBN (Print)9781787439078
DOIs
Publication statusPublished - 5 Feb 2018

Publication series

NameResearch in Consumer Behavior
PublisherEmerald Publishing Limited
Volume19
ISSN (Print)0885-2111

Bibliographical note

Publisher Copyright:
Copyright © 2018 by Emerald Publishing Limited

Keywords

  • Caste
  • India
  • Pollution
  • Purity
  • Status
  • Stigma

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Marketing

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