Reflections on young Iranians' ethnocentric behaviours : evidence from consumer culture

Jafari, Aliakbar (2014) Reflections on young Iranians' ethnocentric behaviours : evidence from consumer culture. Journal of Socio-Cultural Change, 1 (1). pp. 128-152.

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    Abstract

    This exploratory study attempts to shed some light on the ethnocentric behaviours of young Iranians in relation to the global consumer culture. It demonstrates why and how these individuals adhere to their own cultural resources and refrain from consuming the products or daily life practices of other cultures. The analysis of interpretive interviews with twelve participants in Tehran and Karaj reveals that these individuals’ ethnocentrism is driven by three discourses of religiosity, nationalism, and patriotism. Given the fact that young Iranians’ cultural consumption practices have often been analysed with reference to their receptivity to the global cultural flow (or what generally is perceived as westernisation), findings in this study provide a counterargument stressing that religiosity, nationalism and patriotism play an important role in people’s sense of identity and preference for their own cultural practices and resources.

    Author(s):Jafari, Aliakbar ORCID logoORCID: https://orcid.org/0000-0003-4321-2911
    Item type:Article
    ID code:50009
    Keywords:ethnocentrism, consumer culture, religion, patriotism, nationalism , Marketing. Distribution of products, Marketing
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:24 Oct 2014 09:05
    Last modified:18 Jan 2020 01:49
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/50009
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