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Two Tales of a City: An Exploratory Study of Cultural Consumption among Iranian Youth

Published online by Cambridge University Press:  01 January 2022

Aliakbar Jafari
Aliakbar Jafari*
Affiliation:
University of Wolverhampton, UK
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Abstract

The complexity of the issues of youth has made this broad subject a focal theme for a large number of researchers and scholars who have looked at it from different perspectives (e.g., anthropology, sociology, psychology, and politics). Positioned in consumer culture theory, this paper is another attempt to explore a different dimension of the youth's world: cultural consumption among Iranian youth. The article, therefore, follows two objectives: First, within the context of cultural consumption among young Iranians, it seeks to demonstrate the complexity of consumption as a creative process of reflecting and constructing identities, meanings, and values. Second, it examines the impact of cultural globalization on the identity of such consumers and the varying relationships between their consumption patterns and identity construction. In so doing, the first part of the paper will concisely elaborate on consumer culture. Then, cultural globalization will be briefly defined and, within this framework, consumer culture among Iranian youth will be discussed.

Type
Articles
Information
Iranian Studies , Volume 40 , Issue 3 , June 2007 , pp. 367 - 383
Copyright
Copyright © The International Society for Iranian Studies 2007

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Footnotes

He wishes to thank the Management Research Centre of the University of Wolverhampton Business School that has fully funded this research and the Iran Heritage Foundation that supported this research with some funds to cover fieldtrip expenses. The author is also indebted to the reviewers of this article for their very insightful comments.

References

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