British Sikh Sub-Culture Explored in Book Co-Authored by UKZN Academic

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A relationship based on an interest in consumer research has resulted in two academics co-operating to publish a book titled: Computer Culture and the Evolution of Sikh Courtship Rituals.

The two academics are UKZN Information Technology and Governance academic, Dr Pepukayi Chitakunye and University of Bedfordshire’s Marketing Lecturer, Dr Amandeep Takhar.

The book, published in December, explores British Sikh sub-culture and how online dating and matrimonial websites have encouraged the evolution of marital rituals within a Western context.

Takhar and Chitakunye say that the book is a must read book for PhD candidates, especially those who would like to familiarise themselves with using multiple methods, and handling multiple data sets.

‘We pride ourselves on our extensive and in-depth research skills and experience from both the academic and commercial sector. We are of the view that some of our methodological experiences, discussed in this book, are ideal for both masters and PhD students in terms of learning about methodology but also how to put together a great thesis,’ said  Chitakunye.

Over the years, the pair have collaborated on numerous research programmes especially those that aim to enhance the understanding of how sub-cultures and communities behave within specific environments. Their research highlights the value of co-publishing as evidenced by their publications in academic journals of very high standing in their disciplines - an achievement Takhar says has inspired them to focus on publishing books which attract readers across different countries.

‘It is this strength that is embedded in the practice of co-publishing, where we cross-pollinate ideas, that has inspired us to write this book.  In this way, we find it easier to bounce interesting ideas off one another. In essence this book was a great learning curve for both of us,’ she said.

The pair is currently working on an edited book on female entrepreneurship within emerging economies such as South Africa and another book focusing on children’s consumption practices is in its final stages.

For more information on the work visit: http://www.amazon.co.uk/Computer-Culture-Evolution-Courtship-Rituals/dp/3639701410

-          Thandiwe Jumo