الگوي مصرف و هويت دختران جوان شهر: مطالعه اي دربارۀ دختران شيراز

Patterns of Consumption and the Identity of Young Girls from Cities: A Study on Girls from Shiraz

Considering the importance of consumption in the modern society as a means of defining modern identities, especially that of the youth, a very important and creative group in any society, investigating consumption patterns among young girls seems necessary. The central question of this study is what are the patterns of girlsʹ consumption in cultural goods, material consumption and leisure time, and whether they are related to their national, religious, gender and class identity. After a review of the literature, we introduce findings from a questionnaire completed by 382 single girls between the ages of 15-30 in Shiraz. The findings show eight distinct patterns of consumption. We discuss the relation of these patterns to personal variables (age, monthly family income, family size, occupational status, and location of birth). The patterns were significantly related to different types of identity (national, religious, gender, and class identity). We conclude that girls in Shiraz are more attracted to patterns of consumption containing activities which cost less, can be done in the family context, indicate a moderate national and religious identity, and which distance them from an entirely traditional view of women.