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Elite And Ethical: The Defensive Distinctions Of Middle-Class Bicycling In Bangalore, India, Manisha Anantharaman

School of Liberal Arts Faculty Works

This article applies social practice theory to study the emergence of sustainable consumption practices like bicycling among the new middle classes of Bangalore, India. I argue that expansions of bicycling practices are dependent on the construction of defensive distinctions,which I define as distinctions that draw equally on lifestyle-based and ethics-based discourses to normalize bicycling among Bangalore’s middle classes. With their environmental discourses and signage, middle-class cyclists make claims to being ethical actors and ecological citizens concerned about global environments. Their high-end bicycles and special gear enable them to maintain their social status in personal and professional circles, despite adopting …