The consequences of cultural globalisation among young Iranian consumers: self-reflexivity and identity dilemmas

Research output: Contribution to conferencePaper

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.

Conference

ConferenceConsumer Culture Theory Conference
CityBoston, United States of America
Period19/06/0822/06/08

Fingerprint

reflexivity
globalization
cultural capital
grounded theory
Iran
everyday life
interpretation

Keywords

  • consumer culture theory
  • consumer behaviour
  • marketing
  • globalization
  • identity
  • youth culture
  • Iran

Cite this

Jafari, A. (2008). The consequences of cultural globalisation among young Iranian consumers: self-reflexivity and identity dilemmas. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .
Jafari, Aliakbar . / The consequences of cultural globalisation among young Iranian consumers : self-reflexivity and identity dilemmas. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .
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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.",
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author = "Aliakbar Jafari",
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note = "Consumer Culture Theory Conference ; Conference date: 19-06-2008 Through 22-06-2008",

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Jafari, A 2008, 'The consequences of cultural globalisation among young Iranian consumers: self-reflexivity and identity dilemmas' Paper presented at Consumer Culture Theory Conference, Boston, United States of America, 19/06/08 - 22/06/08, .

The consequences of cultural globalisation among young Iranian consumers : self-reflexivity and identity dilemmas. / Jafari, Aliakbar .

2008. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .

Research output: Contribution to conferencePaper

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KW - marketing

KW - globalization

KW - identity

KW - youth culture

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Jafari A. The consequences of cultural globalisation among young Iranian consumers: self-reflexivity and identity dilemmas. 2008. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .