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.
Original languageEnglish
Publication statusPublished - 20 Jun 2008
EventConsumer Culture Theory Conference - Boston, United States of America
Duration: 19 Jun 200822 Jun 2008

Conference

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

Keywords

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

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