WASHINGTON, DC, USA—Stanford University and the Sikh American Legal Defense and Education Fund (SALDEF) have jointly published a report on “Turban Myths”. A number of key findings are included in the research which has been made available on SALDEF’s website. SALDEF is the oldest Sikh American civil rights and educational organization. It focuses on empowering Sikh Americans through advocacy, education and media relations. Following is the press release issued by SALDEF in regards to its research on turban myths.
We’re proud to present to you the first-ever nationwide public perception assessment of Sikh Americans: “Turban Myths.” On Dec. 14th, Sikh Americans from across the country gathered at Stanford University Graduate School of Business where Stanford researchers, working in collaboration with SALDEF, unveiled this groundbreaking research. Our thinking was this: if we don’t fully understand the awareness gaps about Sikhism, how can we effectively address them?
Read the full research report here.
Among the report’s key findings:
- Roughly 70% of the American public cannot identify a pictured Sikh man as a Sikh;
- About half of the public associate the turban with Islam, and about half think Sikhism is a sect of Islam;
- Anti-turban bias exists even among Americans with a greater understanding of Sikhism;
- To define the brand and change public perception of the turban, the community must invest in national media using a consistent and coherent message.
See the pictures below: Sikh Americans gathered to hear the report’s findings and work together on constructive solutions. Our goal for 2014: to create the positive Sikh identity that is lived in our community but, as our report demonstrates, is not well understood beyond it.
Chardi Kala!
The SALDEF Team.
