Ethnographic study of women's feelings of luxury consumption culture  (case of study: young women of Mashhad city)

Hasani, Seyed Ghasem; Riahi, Mohammad Esmail; Hoseyni Ghahestani, Shahrzad

doi:10.22059/jwica.2023.352852.1870

Ethnographic study of women's feelings of luxury consumption culture (case of study: young women of Mashhad city)

Document Type : Research Paper

Authors

seyed ghasem hasani ¹

mohammad esmail riahi ²

shahrzad hoseyni ghahestani ³

¹ Faculty member and Assistant Professor of Anthropology, Social Sciences Department, Mazandaran University, Mazandaran, iran

² Associate Professor and member of the faculty of the Department of Sociology, Mazandaran University iran

³ Graduated with a master's degree in youth studies from Mazandaran UniversityIran

10.22059/jwica.2023.352852.1870

Abstract

Surveys and researchs show that the consumption of luxury goods and services by women in our country is increasing, and for this reason, it can be said that it is an effective phenomenon on the emotional sphere of social activists. Some researches have stated that the consumption of luxury goods It is very effective in the feeling of identity or even turning sadness into happiness, and the social processes of this change of feelings is the goal pursued by this research. Considering that consumption is basically something that appears more for women; The current research was conducted on women. Over time, the definition of emotions has moved away from psychology and found a definition belonging to social sciences, and in the theories of social sciences, emotions are expressed as follows: a physical reaction to social conditions that exist in a space. Symbolic interaction occurs. The emergence of emotion in humans is influenced by social conditions and it is at two levels, micro and macro. At the micro level of a person, feelings do not occur until they are in interaction with someone. acquires a social aspect; The researcher is not looking to study this field, he is looking to study the feeling that arises at micro and macro levels for an activist as a result of this type of consumption.The emergence of emotion in humans is influenced by social conditions and it is at two levels, micro and macro. At the micro level of a person, feelings do not occur until they are in interaction with someone. acquires a social aspect; The researcher is not looking to study this field, he is looking to study the feeling that arises at micro and macro levels for an activist as a result of this type of consumption. h h h h h

Keywords

Feelings&rdquo

consumption culture&rdquo

luxury&rdquo

ethnography&rdquo

&ldquo

women&rdquo

Subjects

علوم اجتماعی

References

Strauss, A., & Corbin, J. (2018). Fundamentals of qualitative research. Translator: E. Afshar. Tehran: Ney. (In Persian)

Bostan, S., & Pournsiri, D. (2016). Qualitative exploration of the phenomenon of nose cosmetic surgery (case of study: women and men who underwent surgery in Astara city). Social Science (Ferdoosi Mashhad), 13(2). (In Persian)

Ahmadi, E., Adlipour, S., Afshar, S., & Boonad, L. (2015). Sociological explanation of body management and its relationship with social and cultural factors among girls and women in Tabriz city. Women's Research Journal, 7(1), 15. (In Persian)

Angrosino, M. (2016). Doing ethnographic and observational research. Translated by: J. Rahmani & M. Rasouli. Tehran: Culture and Art and Communication Research Institute Publications. (In Persian)

Paterson, M. (2018). Consumption and everyday life. Translated by: J. Mohammadi & N. Imani Marni. Tehran: Ney. (In Persian)

Hariri, N. (2006). Principles and methods of qualitative research. Tehran: Islamic Azad University Science and Research Unit publication. (In Persian)

Khanlari, A., Kimasi, M., Turkestani, M. S., & Yagoubian, I. (2018). Presenting the model of choice behavior of consumers of luxury cosmetics: an analysis of the behavior of Iranian women. Women in Development and Politics, 63, 1-25. (In Persian)

Razavizadeh, N., Yousefi, A., Behrvan, H., & Saeedi, A. A. (2016). Justification of pretend consumption studied: Consumption of body management goods and services among women of Mashhad. Culture Strategy, 38, 41-69. (In Persian)

Schafers, B. (2013). The Basics of Youth Sociology. Translated by: K. Rasekh. Tehran: Ney. (In Persian)

Abbaszadeh, M., Talebpour, A., & Panah Shahi, M. (2013). Management of emotions is a step towards the development of sociology of emotions. Journal of Sociological Studies, 6(24), 7-33. (In Persian)

Alizadeh, T. (2013). Reflection on the sociology of the body. Monthly Book of Social Science, 27, 13-21. (In Persian)

Flick, U. (2016). An introduction to qualitative research. Translated by: H. Jalili. Tehran: Ney. (In Persian)

Karigan, P. (2017). The sociology of consumption: An introduction. Translated by: S. S. Sadr al-Ashrafi. Tehran: Gol Azin. (In Persian)

Veblen, T. (1401). The theory of the leisure class. Translated by: F. Ershad. Tehran: Ney publication. (In Persian)

Murchison, J. M. (2012). Ethnography essentials: designing, conducting, and presenting your research. Translated by: S. Q. Hassani. Tehran: Sociologists Publications. (In Persian)

Mohammadpour, A., & Bahmani, M. (2009). Women, Passage and Use of Signs. Women's Strategic Studies Journal, 47, 41-72. (In Persian)

Mohammadpour, A. (2012). Qualitative research method against the first volume (logic and design in qualitative methodology). Tehran: Sociologists. (In Persian)

Mahmoudi, Y., Mohaddisi Gilvai, H., & Tajuddin, M. B. (2016). Sociological study of the reasons and consequences of cosmetic surgeries for women and men living in Tehran. Strategic Women's Studies, 20(77), 167-140. (In Persian)

Ajitha, S., & Sivakumar, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103-113.

Hoepfl, M. (1997). Choosing Qualitative Research: A Primer for Technology Education Researchers, Journal of Technology Education, 1-9.

Liang, Y. (2018). Exploring Chinese Consumers' Luxury Value Perceptions: Development and Assessment of a Conceptual Model. A thesis submitted in partial fulfillment of the requirements of Bournemouth University for the degree of Doctor of Philosophy.

Neuman, W. L. (2003). Social Research Methods: Qualitative and Quantitative Approaches (5^th Edition). Boston: Allyn and Bacon.

Potavanich, T. (2015). The Concept of Luxury from a Consumer Culture Perspective, Alliance Manchester Business School. A thesis submitted to the University of Manchester for the degree of Doctor of Philosophy in the Faculty of Humanities.

Yaro, W. (2016). The Role of Luxury Fashion Brands A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept. Stockholm Business School Master's Degree Thesis.