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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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.
| Author(s): | Jafari, Aliakbar  ORCID: https://orcid.org/0000-0003-4321-2911 | Item type: | Conference or Workshop Item(Paper) |
|---|---|
| ID code: | 7424 |
| Keywords: | consumer culture theory, consumer behaviour, marketing, globalization, identity, youth culture, Iran, Marketing. Distribution of products |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Depositing user: | Strathprints Administrator |
| Date deposited: | 16 Jan 2009 12:43 |
| Last modified: | 08 Jan 2020 18:51 |
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| URI: | https://strathprints.strath.ac.uk/id/eprint/7424 |
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