تحليل جامعه‌شناختي بازتعريف هويت اجتماعي زنان در پرتو تمايلات مصرف‌گرايانه مورد مطالعه: زنان متولد دهه‌هاي50، 60 و 70 شهر اصفهان

Sociological Analysis Redefining the Social Identity of Women in the Light of Consumerism Tendencies Case Study: Women Born in the 1970s, 1980s and 1990s of Isfahan

در دهه‌هاي اخير، با گسترش مصرف‌گرايي و افزايش تمايلات مصرفي در عرصۀ جهاني، تحولاتي در زمينه‌هاي فرهنگي و ساختاري جوامع روي داده است كه سبب دگرگوني و تغيير در هويت زن سنتي و بازانديشي در هويت خود در رويارويي با مظاهر امروزي مصرف‌گرايي شده است. امروزه افراد با گرايش به مصرف بيش‌ازحد كالاها براي رفع نياز، سعي دارند جايگاه اجتماعي متفاوتي نسبت به ديگران براي خود كسب كنند. در اين ميان زنان با مصرف تظاهري به‌منزلۀ افرادي كه نمايندۀ خانواده‌هايشان هستند، سعي دارند منزلت و جايگاه اجتماعي خود و خانواده‌هايشان را در جامعه بالا ببرند. مقالۀ حاضر مطالعۀ تأثير مصرف‌گرايي بر بازتعريف هويت زنان دهه‌هاي50، 60 و 70 شهر اصفهان را در كانون خود جاي داده است. نظريات استفاده‌شده در اين پژوهش نظريه‌هاي پي‌ير بورديو، تورشتاين وبلن وآنتوني گيدنز است. روش پژوهش از نوع كمي و به سنخ پيمايشي، روش گردآوري اطلاعات، پرسش‌نامۀ محقق‌ساخته، حجم نمونه 384 نفر از زنان شهر اصفهان و روش نمونه‌گيري، خوشه‌اي چندمرحله‌اي بوده است. نتايج تحليل نشان مي‌دهند همبستگي‌هاي معناداري بين متغيرهاي مصرف‌گرايي و بازتعريف هويت زنان، نابرابري اجتماعي و مصرف‌گرايي، نابرابري اجتماعي و بازتعريف هويت زنان و بين جهاني‌شدن و مصرف‌گرايي وجود دارد. همچنين نتايج رگرسيوني نشان مي‌دهند متغيرهاي مصرف‌گرايي و جهاني‌شدن و نابرابري اجتماعي 22 درصد از تغييرات متغير بازتعريف هويت اجتماعي را تبيين مي‌كنند.

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.