Globalization, reflexivity and the project of the self: a virtual intercultural learning process

Aliakbar Jafari, Christina Goulding

Research output: Contribution to journalArticle

30 Citations (Scopus)


In this paper, we examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on analysis of qualitative data collected through participatory observation, in-depth interviews and focus groups with 28 individuals in Tehran and Karaj, we demonstrate how, through its cultural flow (circulation of images, signs, products, etc.) globalization stimulates reflexivity in ‘an ongoing process of virtual intercultural learning’ through which people reconstitute their lives and change their everyday consumption practices and lifestyle choices. The key contribution of the study lies in the fact that it examines consumers’ subjective consumption experiences in a society where the traditional/institutional dynamics enforce their own values and ideal lifestyles on individuals.
Original languageEnglish
Pages (from-to)65-90
Number of pages26
JournalConsumption, Markets and Culture
Issue number1
Early online date2 Feb 2012
Publication statusPublished - 2013


  • cultural globalization
  • reflexivity
  • virtual intercultural learning

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  • Prizes

    Honourable Mention Award for Journal Article

    Jafari, Aliakbar (Recipient), 4 Apr 2014

    Prize: Prize (including medals and awards)

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