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An enquiry into cultural consumption among Iranian youth and the implications of globalisation

Jafari, Aliakbar (2006) An enquiry into cultural consumption among Iranian youth and the implications of globalisation. Working paper. University of Wolverhampton.

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This study uses Iran, as a developing non-western country, for further research into consumer behaviour. In the context of appropriating Western cultural trends among Iranian youth, this research investigates whether/how 'cultural globalisation' has affected the identity of such consumers. The significance of this research lies in the fact that Iran has undergone major socio-cultural, economic and political changes since the 1979 Islamic revolution. Although the country's legislation has been implemented in such a way as to protect religious values against the influence of western culture, the consumption of Western cultural goods has recently accelerated among Iranian youth, who comprise nearly 70 percent of the country's 70-million population. Some social critics within the country see this practice as a 'corrupting influence' of 'decadent Western culture', or what they call 'cultural invasion'. Such attitudes may be interpreted as a reaction against cultural globalisation, which has affected Iran in the last decades. Consequently, Iran offers a unique context to examine the meaning and nature of consumption as a possible form of resistance for some, but rejection by others and its relationship to the individuals' concept of self and identity, with a particular focus on young consumers. Drawing upon cultural globalisation, as a theoretical position, the research has come up with some major themes emerging from the data collected so far. The study examines the manifestation of cultural globalisation in the Iranian context by looking at varying relationships between the consumption patterns of Iranian youth and their identity construction.

Item type: Monograph (Working paper)
ID code: 7422
Keywords: Iran, globalization, customer behaviour, youth culture, business, marketing, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
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Depositing user: Strathprints Administrator
Date Deposited: 15 Jan 2009 14:59
Last modified: 12 Mar 2012 10:47

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