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The consequences of cultural globalisation among young Iranian consumers : self-reflexivity and identity dilemmas

Jafari, Aliakbar (2008) The consequences of cultural globalisation among young Iranian consumers : self-reflexivity and identity dilemmas. In: Consumer Culture Theory Conference, 2008-06-19 - 2008-06-22.

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Abstract

With a particular focus on cultural globalization, this paper examines the role of 'selfreflexivity' in fostering identity dilemmas among Iranian young consumers. Based on a grounded theory approach, I use verbatim texts and my interpretation of 15 depth interviewsdiscussion to demonstrate how - as a result of exposure to the flow of global cultural capital - young Iranians 'reflexively monitor and critically evaluate' (Kim, 2005) their own identities, and (re)construct and (re)negotiate these identities through their everyday life consumptionpractices and lifestyle choices. I look, in particular, at the processes in which the consolidating forces of the local socio-cultural and political context (Iran) clash with the dynamics of cultural globalisation and tackle individuals' self-actualisation projects.