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

Aliakbar Jafari, Christina Goulding

Research output: Contribution to journalArticle

26 Citations (Scopus)

Abstract

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.
LanguageEnglish
Pages65-90
Number of pages26
JournalConsumption, Markets and Culture
Volume16
Issue number1
Early online date2 Feb 2012
DOIs
Publication statusPublished - 2013

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intercultural learning
Internationality
reflexivity
Life Style
learning process
globalization
Learning
Focus Groups
Young Adult
Observation
Interviews
young adult
interview
Globalization
Learning process
Reflexivity
Lifestyle
Values
experience
Group

Keywords

  • cultural globalization
  • reflexivity
  • virtual intercultural learning

Cite this

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Globalization, reflexivity and the project of the self : a virtual intercultural learning process. / Jafari, Aliakbar; Goulding, Christina.

In: Consumption, Markets and Culture, Vol. 16, No. 1, 2013, p. 65-90.

Research output: Contribution to journalArticle

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