نویسندگان

1 استادیار بخش جامعه شناسی دانشگاه شیراز

2 عضو هیات علمی جهاد دانشگاهی دانشگاه شیراز دانشجوی دکتری

چکیده

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻫﻤﻴﺖ ﻣﺼﺮف در ﺟﺎﻣﻌﻪ ﺟﺪﻳﺪ در ﺗﻌﺮﻳﻒ ﻫﻮﻳﺘﻬﺎی ﻣﺪرن ﺑﻪ ﺧﺼﻮص ﺑﺮای ﺟﻮاﻧﺎن ﻛﻪ ﻗﺸﺮی ﺧﻼق و ﻣﻬﻢ در ﻫﺮ ﺟﺎﻣﻌﻪ   در ﺣﻮزه ﻣﺼﺮف ﻣﺤﺴﻮب ً ای ﻣﺨﺼﻮﺻﺎ ﻣﻲ ﻣﻲ ﺷﻮﻧﺪ، ﻣﻄﺎﻟﻌﻪ و ﺑﺮرﺳﻲ اﻟﮕﻮﻫﺎی ﻣﺼﺮﻓﻲ دﺧﺘﺮان ﺟﻮان ﺑﻪ ﻧﻈﺮ ﺿﺮوری  رﺳﺪ . ﺳﺆال اﺻﻠﻲ مقاله ی ﺣﺎﺿﺮ اﻳﻦ اﺳﺖ ﻛﻪ دﺧﺘﺮان ﺟﻮان ﺷﻬﺮی   بر چه اساس اﻟﮕﻮﻫﺎﻳﻲ در زﻣﻴﻨﻪ  ﻫﺎی ﻣﺼﺮف ﻓﺮﻫﻨﮕﻲ، ﻣﺼﺮف زﻣﺎن در اوﻗﺎت ﻓﺮاﻏﺖ و ﻣﺼﺮف ﻣﺎدی ﻋﻤﻞ ﻛﺮده و آﻳﺎ می توان بر  اﻟﮕﻮﻫﺎی ﻣﺘﻔﺎوﺗﻲ   اﺳﺎس ﻫﻮﻳﺘﻬﺎی ﻣﻠﻲ، دﻳﻨﻲ و ﺟﻨﺴﻴﺘﻲ ﺑﻴﻦ آﻧﻬﺎ ﺗﺸﺨﻴﺺ داد .زﻣﻴﻨﻪ اﺑﺘﺪا ﻣﺒﺎﻧﻲ ﻧﻈﺮی و ﭘﻴﺸﻴﻨﻪ ﺗﺤﻘﻴﻖ در اﻳﻦ   ﺑﺮرﺳﻲ ﮔﺮدﻳﺪ و ﺳﭙﺲ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺳﻮاﻻت ﺗﺤﻘﻴﻖ ﭘﺮﺳﺸﻨﺎﻣﻪ   382 ای ﻃﺮاﺣﻲ و در ﻣﻴﺎن ﻧﻔﺮ از دﺧﺘﺮان ﻣﺠﺮد ﮔﺮدﻳﺪ 30ـ15 ﺳﺎﻟﻪ در ﺷﻴﺮاز ﺗﻮزﻳﻊ و ﺗﻜﻤﻴﻞ  . ﺑﻪ 8ﻧﺘﺎﻳﺞ اﻟﮕﻮی ﻣﺘﻤﺎﻳﺰ ﻣﺼﺮف را   دﺳﺖ ﻣﻲ زﻣﻴﻨﻪ دﻫﺪ ﻛﻪ ارﺗﺒﺎط آﻧﻬﺎ ﺑﺎ ﻣﺘﻐﻴﺮﻫﺎی   ای) ﺳﻦ، ﻣﻴﺰان درآﻣﺪ ﺧﺎﻧﻮاده در ﻣﺎه، ﺑﻌﺪ ﺧﺎﻧﻮا ﺗﻮﻟﺪ ده، وﺿﻌﻴﺖ اﺷﺘﻐﺎل، ﻣﺤﻞ  (دﺳﺘﻪ ﺑﺮرﺳﻲ ﺷﺪه و   ﺑﻨﺪﻳﻬﺎﻳﻲ ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ .ﺑﻪ  ﻋﻼوه اﻳﻦ اﻟﮕﻮﻫﺎی ﻣﺼﺮف ﺑﺎ وﺿﻌﻴﺘﻬﺎی ﻫﻮﻳﺘﻲ ﭘﺎﺳﺨﮕﻮﻳﺎن) ﻫﻮﻳﺖ ﻣﻠﻲ، دﻳﻨﻲ، ﺟﻨﺴﻴﺘﻲ و ﻃﺒﻘﺎﺗﻲ (دارد ﻧﻴﺰ راﺑﻄﻪ  ﻧﺘﺎﻳﺞ ﺗﺤﻘﻴﻖ ﻧﺸﺎن می   دﻫﺪ ﻛﻪ اﻟﮕﻮﻫﺎی ﻣﺼﺮﻓﻲ ﺑﻴﺸﺘﺮﻳﻦ اﻗﺒﺎل را در ﻣﻴﺎن دﺧﺘﺮان داﺷﺘﻪ اﻧﺪ  ﻛﻪ ﺷﺎﻣﻞ ﻓﻌﺎﻟﻴﺘﻬﺎﻳﻲ ﻫﺴﺘﻨﺪ ﻛﻪ ﻛﻤﺘﺮ ﻫﺰﻳﻨﻪ ﻧﺸﺎن ﺑﺮ ﺑﻮده، در زﻣﻴﻨﻪ ﺧﺎﻧﻮادﮔﻲ ﻗﺎﺑﻠﻴﺖ اﻧﺠﺎم داﺷﺘﻪ ﺑﺎﺷﺪ و   دﻫﻨﺪه ﻫﻮﻳﺖ  ﺳﻨﺘﻲ از زن ً ﻣﻠﻲ و ﻣﺬﻫﺒﻲ ﻣﺘﻮﺳﻂ و ﻫﻮﻳﺖ ﺟﻨﺴﻴﺘﻲ ﺟﺪﻳﺪ ﺑﻮده و از ﺗﺼﻮرات ﻛﺎﻣﻼ ﻓﺎﺻﻠﻪ ﮔﺮﻓﺘﻪ ﺑﺎﺷﺪ.

کلیدواژه‌ها

عنوان مقاله [English]

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

نویسندگان [English]

  • Seyed Saeed Zahed zahedi 1
  • Maryam Sorosh 2

1 Shiraz university

2 phd student

چکیده [English]

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 girls' 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.

کلیدواژه‌ها [English]

  • Cultural Consumption
  • Material Consumption
  • Time Consumption
  • young girls
  • Religious Identiy
  • National identity
  • Gender Identity