Picture of neon light reading 'Open'

Discover open research at Strathprints as part of International Open Access Week!

23-29 October 2017 is International Open Access Week. The Strathprints institutional repository is a digital archive of Open Access research outputs, all produced by University of Strathclyde researchers.

Explore recent world leading Open Access research content this Open Access Week from across Strathclyde's many research active faculties: Engineering, Science, Humanities, Arts & Social Sciences and Strathclyde Business School.

Explore all Strathclyde Open Access research outputs...

Strathprints

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.

Full text not available in this repository. Request a copy from the Strathclyde author

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.

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: 24 Sep 2017 00:57
Related URLs:
URI: https://strathprints.strath.ac.uk/id/eprint/7424
Export data:
CORE (COnnecting REpositories)