جستجوی مقالات مرتبط با کلیدواژه « conspicuous consumption » در نشریات گروه « علوم اجتماعی »

Adorning the face and clothing is now seen more as a means of establishing identity, and media, advertising, and affinity groups have become promoters of binding norms. Women are judged more than men by these norms and are ashamed of their bodies when they do not conform to societal expectations. Women's clothing is seen both as a means of display and as an important means of concealing or revealing various aspects of personal life, as it links customary formalities and principles to identity. As a social phenomenon, women’s dressing has undergone numerous conflicts, struggles, and changes in recent decades. Every dressing has a meaning, but what matters most is its position within the system of collecting meanings. In today’s Iranian society, where on the one hand traditional components still play a role in lifestyle and on the other hand certain modern social features and global cultural components have been incorporated into the living environment, the style of dressing in girls is of great importance as a group where these changes are manifested to the maximum. The aim of the present study is to investigate dressing among young girls from the city of Shahindej in Iran and to answer the question of what semantic understanding they have of the phenomenon of dressing and the adoption of a type of it, that is, what meaning colors, patterns, sizes, and designs of dressing have for them.

This is a qualitative narrative study in the traditional and analytical sense. A narrative study is a type of qualitative research that collects data from a series of stories. These stories represent a narrative of people’s life experiences, quoted by themselves about themselves or by others about other people. Data were collected using in-depth interviews and participant observation and analyzed using thematic analysis. The research participants include young girls from Shahindej between the ages of 18 and 30. Samples were selected using the purposive sampling method until theoretical saturation, resulting in twenty-four in-depth interviews.

The research results were evaluated and analyzed based on five factors that are the main causes of change in semantic understanding of the phenomenon of dressing among young girls from Shahindej. The extracted factors include the dominance of the media in everyday life, changes in the norms/values of the subjects, the body as a subject, self-presentation, and the body and social class. The findings suggest that actors seek to reproduce and believe in the dressing while embracing different implications of it. Self-representation in the context of dressing seems to be the most important factor in acquiring a position and social acceptance, distinguishing oneself and one’s class from others through the type of dressing, makeup, and jewelry. As Veblen puts it, the provision of clothing causes people to reduce their comfort and necessities of life to a greater extent than other items they use, and to provide what is desired as conspicuous consumption.

The body, deeply affected by the reflexivity of the modern age, can no longer be considered simply as a type of fixed physiological entity. Sociologists have well demonstrated that clothing is a cultural indicator. One way to learn about the culture of a society, therefore, is to become familiar with how people dress. In all cultures and societies, dressing is a personal issue and at the same time a political issue with implications for gender and the status of women.

Consumption is no longer the only way to meet essential needs, and the formation of false needs has led to the creation of new forms of consumption. Consumer arrogance means a person's desire to show social superiority through the acquisition, use and display of consumer goods and brands is observed in different classes. The present study seeks to find a phenomenological approach to women's lived experience of the phenomenon of arrogance in consumption and the meaning and concept of this phenomenon from their perspective. The subjects selected by purposive sampling and semi-structured interviews conducted with them and then the collected data analyzed by phenomenological method. Based on the research findings, four main themes of ‘feeling to be known’, ‘creating and maintaining social status’, ‘expressing excellence and competence’ and ‘feeling of inner enthusiasm’ extracted, which include women's lived experience of the phenomenon of arrogance in consumption. It seems that the study and observation of arrogant consumption does not lead to its recognition merely as a consumption behavior, and there are several external and internal contexts that require further study.

In recent decades, with the spread of consumerism and rising consumer Tendencies in the global arena, there have been developments in the cultural and structural contexts of societies that have transformed and transformed traditional women's identity and redefined their identity in the face of modern consumerism manifestations. Today, people with a tendency to Over consumption of goods, not only to meet the need, try to get a different social position than others. In the meantime, women, with the use of Conspicuous Consumption as representatives of their families, try to raise their dignity and social status and their families in society. The study seeks to show that, although women have always had more tendencies over the course of history than men, but what is seen as excessive consumption and in fact the use of manifestation is due to the prevalence of consumer culture, this is due to the propaganda of the capitalist system and the process of globalization. But perhaps the question is why the city of Isfahan has been chosen as the case study. In response, it should be acknowledged that women in a large city like Isfahan, which are largely in the course of modernity and experience institutional rank and cultural backgrounds and new roles, have been selected because the city of Isfahan still has its links It maintains tradition and can clearly see the confrontation between tradition and modernity, and is one of the few metropolises that are not fully engaged in religious, family ... and not in their entirety It is discrete with these stereotypes. In fact, present-day women in the city of Isfahan play an active role in dialectics of identification and identity change in light of consumerism and their religious, familial and traditional affiliations. The present article focused on the effect of consumerism on redefining the identity of women born in the 50s, 60s and 70s of Isfahan. The Theories used in this research were the theory of Pierre Bourdieu, Thorstein Veblen and Anthony Giddens.

 The research method was quantitative and survey type, data collection method, researcher-made questionnaire, a sample size of 384 women in Isfahan and a multi-stage cluster sampling method.

The results of the analysis show that there are significant correlations between the variables of consumerism and the redefinition of women's identity, social inequality and consumerism, social inequality and redefinition of women's identity and between globalization and consumerism. Also, the regression results show that the variables of consumerism, globalization and social inequality explain 22% of the variations in the redefinition of social identity. Consequently, in line with the results obtained in this research and other similar studies, it can be acknowledged that consumption In Iran, in different decades, it has undergone a different course The desire for more consumerism has grown considerably among women in Iran in the early 1970s, But in later this decade, due to the Islamic Revolution, which brought with it religious enthusiasm, as well as the decline of the presence of Western culture, consumerism and pretending to overuse, was significantly reduced. But in the 1980s, with the end of the eight-year war and the erosion of its particular economic and political conditions, the wave of moderatorial began again in the community. Women's entry into public areas such as universities and moving away from Private house space prepared them to redefine a different identity from traditional identity. The results of the research were in line with the views of foreign thinkers such as Giddens, Bourdieu, and Veblen, and also consistent with the results of many domestic research on changing attitudes. In the context of social identity, attempts have been made to reflect the power of consumerism in the redefinition of identity, since in the current era, changing attitudes and beliefs, there have been many changes in the lives of individuals. In fact, increasing consumerism has been able to make a big contribution to the acquisition of new identities.

Consumption of commodity in its different kinds and forms, has several cultural-social implications which are the basis for justification of the consumption stance of consumers. The objective of this paper is to explain how the consumers justify their conspicuous and posing consumption which is usually accompanied by using brands which are continually being updated. To find out answer to the latent meanings of conspicuous consumption, 38 women in Mashhad, who more or less, had this kind of consumption, were selected through targeted sampling method and in-depth interviews were conducted with them about consumption of body management commodities and services. The findings of coding and analysis of the interview texts show that there are five main justifications for the conspicuous consumption of body management commodities and services:Identity justification of consumption that shows prestige and is a representation of the consumer’s social position; psychological justification in which the individual refers to psychological needs of himself, mankind or women; economic (rational) justification, through which the consumer assesses the consumption choices as rational after comparing consumption–exchange value or economic and social cost-benefit ; Supervisory justification (compulsory) in which the individual finds himself under the supervision of the demands and proposals of significant others or generalized others or ethical and religious doctrines; and habitus justification which refers to “the precedence of the conspicuous consumption pattern or tendency towards it in the individual’s life history”.

In this article we have studied the place of consumption in the life world of the citizens of Tehran. Consequently we concentrate on the place of consumption in the cluster of the living expierences of the citizens and its role on shping of Tehran urban spaces and the liquid identities of this metropolis and analyze the effect of consumption on the constructing of the identity of the city and its citizens. This researh has been done using grounded theory and participant and immediate observation and also interview with 31 Tehranian citizens. The consequencies have been organized under 8 primary and some secondary codes. Bridging between analytical levels instead of remaining on micro or macro levels of analysis and also adopting multidimensional approach for surveying paradoxical dimensions of consumption, which is itself an upshot of the paradoxical condition of the historical context of doing consuming practices, are of the traits of this inquiry.

Conspicuous Consumption, a kind of consumption that is mostly to satisfy social than basic economic needs, is known as an emerging social issue in contemporary sociology. Sociologically, to the conspicuous consumer, such a public display of discretionary economic power is a means either of attaining or of maintaining a given social status.
Although forms of conspicuous consumption existed in the past and Veblen has spoken about it among the leisure class in Western societies, it has been only recently that the conspicuous consumption is regarded as a social problem. Nowadays, conspicuous consumption and its relevant fashionability have crossed any boundaries of class and social strata, and is a very characteristics of any society, whether developed or developing.
This study has attempted to evaluate the level of conspicuous consumption among university students and investigate the effects of self-esteem, religiosity, gender, and degree levels on conspicuous consumption among students of Tabriz University.
Theoretical Framework: In the 19th century, the term conspicuous consumption was introduced by the economist and sociologist Thorstein Veblen (1857–1929), in the book The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions (1899), to describe the behavioural characteristics of the nouveau riche (new rich) social class, Veblen labels this type of behavior conspicuous consumption. In his famous study of consumption during the Gilded Age, Veblen (1899) speculated that, for the particular individuals he studied, “Consumption is evidence of wealth, and thus becomes honorific, and …failure to consume a mark of demerit”. People spend money on artifacts of consumption in order to give an indication of their wealth to other members of society.
Simmel (1971) maintained that women are fashion's staunchest adherents’ this is because women are historically the subordinate sex, and such as derive greater social rewards from avoiding any instance of individualization. Simmel believed that women are intellectually and emotionally more stable and faithful by nature, and that compensate for their internal stolidity that are drawn more strongly to vicissitudes of fashion. Women have also been deprived of development opportunities in to move towards modernity, thus they are seeking a sense of change and development of phenomena such as consumption and fashion.
Bourdieu (1984) discussed about not only conspicuous consumption but also all kind of consumption. As it is discussed above, according to him, both economic and cultural capitals reinforce the class positions. Bourdieu believes that it is an expression of class distinction, as well. In fact, people distinguish themselves from others via consumption of special goods and products.
Bocock(1993) hopes that the world's religions to overcome the consumerist lifestyle before the damage to the planet Earth gets too catastrophic.
People who have lower self-esteem than those who have higher self-esteem, are needed to be approved and admired by others & much more influenced by the pressure groups.
This study, utilizing survey method, has gathered and analyzed data from 378 students of Tabriz University in the studying year 2012-13 (being around 11416 persons). Quota sampling techniques are used to derive sample from the population under study. Self-administered questionnaires are used to gather needed data. Reliability of all main three variables of the study have been higher than 0.70. SPSS and LISREL statistical packages are used to analyze data at two parts; univariate and descriptive statistics are used to describe data and sample and regression and path analysis have been employed to investigate relationships among variables.
Findings show that conspicuous consumption scale is low to medium among the respondents. Average conspicuous consumption among students is 25.7 (in a continuum of 10-52). Applying Pearson Correlations for bivaraite analyses indicate that self-esteem, religiosity and degree level (being Msc/MA comparing to Bsc/BA) have negative and statistically significant relationships with conspicuous consumption. In comparison, conspicuous consumption was not significantly different between males and females. To investigate the relationships in detail, a Path Model has been fitted to study the structural relationships among variables of interest, and results showed that gender (being male) has positive effect on conspicuous consumption. According to the findings, self-esteem, religiosity and degree level have affected conspicuous consumption negatively and significantly. Gender (being male) has negative effects on both self-esteem, and religiosity and degree level (being Msc/MA) positively affected self-esteem.
Suggestions: It seems that this result, gender (being male) has positive effect on conspicuous consumption and has negative effects on self-esteem, is a new data that requires more research, so it is recommended to researchers, to conduct more research studies on this subject.

Nowadays human needs are growing with regard to experience of modernity and industrialization of societies and conspicuous consumption is replaced by real consumption with regard to increasing rivalry among families. Conspicuous consumption has various consequences on individual, family and society which with regard to importance of subject, this research reviewed the social, economic and cultural factors affecting on conspicuous consumption among 384 persons of families in 1, 7 & 19 in Tehran city by survey method and theories of Veblen, Bourdieu, Inacon et al. & Engelhard. Findings showed that conspicuous consumption is high among more than third of families in which families in 1, 19 & 7 have highest level of conspicuous consumption irrespectively. In addition, materialism, cultural capital, status orientation, economic capital, social status and religiosity variables have most effect on conspicuous consumption irrespectively. Also, with regard to quality of effect, these 6 independent variables have three types of effect on conspicuous consumption: direct effect (materialism), indirect effect (status orientation) and both direct and also indirect effect (economic capital, cultural capital, social status and religiosity). Findings implied that conspicuous consumption in Tehran city, unlike Veblen, no longer isn’t confined to upper and high classes of society and it is growing among other classes of society and all classes of society are involved in that. ƒƒƒƒƒƒƒƒƒƒ

Nowadays we are weirdly surrounded with consuming of goods and material things. Although consumption of various goods has been already removed economic requirements, today everybody uses various goods not for removing his necessities but for transcending and showing of his success and social position. For obtaining this goal, just goods are suitable for consumption that could be exposed and complimented by others. On the other hand, conspicuous consumption of valuable goods is an instrument to preserve of individuals esteem or to obtain upper social position and this way distinguish themselves from others. So conspicuous consumption for having diverse results; for instance, rising of competition and social separation, is one of the serious debates in sociology. In this research, it has been tried to study conspicuous consumption and its effective causes. This research consists of individuals more than 18- 65 ages in the Tehran city. Sample size in this survey including in 100 numbers and its sampling has been done on simple random sample so. In this research, due to assaying the relations of mentioned variables in theoretical framework, survey method and questionnaire instrument for information gathering have been used. The results of survey show that variables of economic capital, habits, taste and mass media are effective causes on conspicuous consumption. On the other hand, the variable of economic capital directly and variables of habits, taste and mass media indirectly and via taste affect consumption. In addition, the results of linear regression shows that among of independent variables in research only the variables of cultural capital, sex and basis of conspicuous consumption could reach to model, therefore the cultural capital has the most effect on conspicuous consumption.

With regard to increasing trend of conspicuous and status consumption in society and the consequences of this consumption for society and families، this research has reviewed the relation between religiosity and conspicuous consumption of buying among 384 women in Tehran city. Results showed that although conspicuous consumption among almost respondents is low and less than mean، but its level among one-fourth of respondents is high. In addition، level of religiosity among women is medium. Also، there is weak and negative correlation between religiosity and its dimensions with conspicuous consumption among women and consequence، ethical، experiential and ritual have the most roles in predicting variance of conspicuous consumption among women in Tehran city irrespectively. Relief and Sharei dimensions have been excluded from final analysis and didn’t have predictive role in women’ conspicuous consumption.