Factors Affecting Bricolage Identity with an Emphasis on the Consumption Culture of Female Athletes in Kerman City
azadeh mosavi
1
(
Department of Sociology. DEH.C., Islamic Azad University.Isfahan. Iran.
)
KAMAL JAVANMARD
2
(
Department of Sociology. Sha.C., Islamic Azad University. Tehran. Iran.
)
ُSepedeh Hazrati
3
(
Department of Sociology, Zah.C., Islamic Azad University, Zahedan, Iran.
)
Keywords: consumer culture , consumerism social-cultural factors, women athletes, identity bricolage ,
Abstract :
This study examines the factors influencing bricolage identity (the formation of identity through the combination of cultural and consumer elements) among female bodybuilder athletes in Kerman, Iran. Using a mixed-method approach, the qualitative section employed grounded theory and interviews with 25 female athletes, while the quantitative section analyzed data from 384 randomly selected participants through a standardized questionnaire. Qualitative findings revealed that economic factors (such as agency in consumption and support for local production), social pressures (such as fear of rejection and coach approval), media influences (such as advertisements and social feedback), gender norms, and cultural-technological factors significantly impact bricolage identity. The quantitative section confirmed the significant influence of social (β = 0.351), cultural (β = 0.321), and economic (β = 0.281) factors on bricolage identity. The results indicate that the bricolage identity of female athletes is shaped by social interactions, cultural values, and economic pressures, with social inequalities and class differences playing a key role in this process. These findings align with Bourdieu's theories on social and cultural capital, highlighting the importance of considering broader social and cultural structures in identity formation.
Babai-Fard, A., & Atash-Afrouz, S. (2014). Identity, identity crisis, and cultural civil defense. National Conference on Civil Defense and Humanities.
Chini, N., Hashemianfar, S. A., & Mohammadi-Kangarani, H. (2018). Social constructions of women regarding rhizomatic femininity in the context of sports, beauty, and cosmetic centers. Women and Society (Sociology of Women), 9(3 [issue 35]), 85-115.
https://doi.org/20.1001.1.20088566.1397.9.35.5.3
Hassani, Q., Riayi, M. I., & Hosseini-Gahestani, S. (2023). A folk ethnographic study of women's feelings towards luxury consumption culture (case study: Young women in Mashhad). Journal of Women in Culture and Art, 15(4), 544-565. https://doi.org/10.22059/jwica.2023.352852.1870
Zarei-Shahabadi, A., Esfahaniyan, F., & Torkan, R. (2014). Factors affecting multilayered identity. National Studies Journal, 57, 73-94. https://doi.org/20.1001.1.1735059.1393.15.57.4.3
Tabatabaei, A., Zarei, B., Kamran-Dastjerdi, H., & Ahmadi, S. A. (2022). Investigating the formation process of national identity in Iran from the perspective of territorial claims. Journal of Geography, 20(72), 19-36. http://dor.net/dor/20.1001.1.27833739.1401.20.72.2.8
Featherstone, M. (2013). Consumer culture and postmodernism (H. Hassani & M. R. Niroo, Trans.). Tehran: Sociologists Publishers. (Original work published 2007)
Kardavani, R., & Nafisi-Rad, M. (2024). Factors influencing women's identity in Iran: A systematic review of internal research from the past two decades. Journal of Women and Family Studies, 12(2), 38-79. https://doi.org/10.22051/jwfs.2024.43281.2966
Ganjhi, M., Soleyman-Nejad, M., & Hosinzadeh-Fermi, M. (2022). Factors affecting bricolage identity among adolescents and young adults (Case study: Karaj City). Journal of Cultural Studies – Communication, 49, 315-339. DOI: 10.22083/JCCS.2020.206118.2942
Niazi, M., & Afra, H. (2018). Reconstructing the meaning of postmodern personal identity (Case study: Youth in Bojnourd City). Journal of Social Sciences, 27(27), 31-69.
https://doi.org/10.22054/qjss.2018.24277.1607
Mousavi, S. M. R., & Naqi-Lou, A. (2021). The impact of fragmented national identity in Iran on the country’s political development. Sociology of Political Revolution, 2(3 [issue 7]), 81-100.
https://doi.org/20.1001.1.27835200.1400.2.3.4.9
Nazari-Azad, M., Talepour, A., & Kashani, M. (2020). Perceptions of female athletes about gender inequality in sports. Sociological Studies, 13(49), 181-205. https://doi.org/10.30495/jss.2020.1909576.1238
Nazari, S., Ramazani-Najad, R., Gohar-Rostami, H. R., & Rahmati, M. M. (2023). Sociological analysis of gender stereotypes in women’s sports. Research in Physical Education, https://doi.org/10.22089/res.2023.14457.235
Naqdi, A., Memar, T., & Dastani, M. (2018). Sociological analysis of the redefinition of women's social identity in the light of consumerist tendencies (Case study: Women born in the 50s, 60s, and 70s in Isfahan). Applied Sociology, 29(4), 1-20. https://doi.org/10.22108/jas.2018.110010.1334
Hashemianfar, S. A., Ganjhi, M., & Chini, N. (2011). Factors affecting bricolage identity with an emphasis on consumer culture among youth in Isfahan. Cultural Studies and Communication, 23, 97-124.
Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Harvard University Press.
Chun, Y., Wendling, E., & Sagas, M. (2023). Identity work in athletes: A systematic review of the literature. Sports (Basel), 11(10), 203. https://doi.org/10.3390/sports11100203
Donnelly, P., & Young, K. (1988). The construction and confirmation of identity in sport subcultures. Sociology of Sport Journal, 5(3), 223-240. https://doi.org/10.1123/SSJ.5.3.223
Duncan, S. (2011). Personal life, pragmatism, and bricolage. Sociological Research Online, 16(4), 129-140. DOI:10.5153/sro.2537
Dunn, R. G. (2017). Identity, commodification, and consumer culture. In Identity and social change (pp. 105-130). Routledge. https://doi.org/10.4324/9780203789339-8
Featherstone, M. (1991). Consumer culture and postmodernism. Sage Publications.
Featherstone, M. (2007). Consumer culture and postmodernism. SAGE Publications.
Hall, S. (1996). Introduction: Who needs identity? In S. Hall & P. du Gay (Eds.), Questions of cultural identity (pp. 1-17). SAGE Publications.
Jong, A. (2024). Social theory and navigating indeterminacy: A configurational analysis of Iranian youth’s identity construction in contemporary Iran. Societies, 14(3), 32. https://doi.org/10.3390/soc14030032
King, S., & Calder, J. (2024). Multidimensional identity as bricolage: Indexing race and place in Bakersfield, California. American Speech: A Quarterly of Linguistic Usage, 1-44.
https://doi.org/10.1215/00031283-11466578
Lévi-Strauss, C. (1966). The savage mind. University of Chicago Press.
Lévi-Strauss, C. (1962). The savage mind. University of Chicago Press.
Liu, J. Z. (2024). Improvisation, collective structure, and culture change: A theory of bricolage. Anthropological Theory, https://doi.org/10.1177/14634996231218568
Marion, G., & Nairn, A. (2011). "We make the shoes, you make the story": Teenage girls' experiences of fashion: Bricolage, tactics, and narrative identity. Consumption, Markets and Culture, 14(1), 29-56. DOI:10.1080/10253866.2011.541181
Martindale, R. A. (2020). The institution of sport: Female athletes, media representation, and the social construction of a dual gender identity.
Messner, M. A. (1992). Power at play: Sports and the problem of masculinity. Beacon Press.
Thorpe, H. (2011). Snowboarding bodies in theory and practice. Palgrave Macmillan.
Thorpe, H. (2016). Action sports for women: Embodiment, identity, and difference. Bloomsbury Academic.
Visscher, K., Heusinkveld, S., & O'Mahoney, J. (2018). Bricolage and identity work. British Journal of Management, 29(2), 356-372. DOI:10.1111/1467-8551.12220
Wheaton, B. (2013). The cultural politics of lifestyle sports. Routledge