The identity crisis and consumerism in the younger generation Research in high school girls Arak Urban Society

Subject Areas : Journal of Cultural Management

farhad Emamjome ¹

1 - Reserch group ;Institute of Cultural Studies, Central Organization of Islamic Azad University

Received: 2019-10-26 Accepted : 2020-01-07 Published : 2022-04-21

Keywords: consumer goods, crisis, Identity, consumer culture, Mass Media,

Abstract :

Consumerism and the identity crisis have in fact become one of the common and important components of the modern and postmodern era. This article aims to analyze and disseminate the subject and to promote the scientific knowledge of cultural activists of the society in relation to consumerism and identity crisis in high school girls. The study was conducted with brief conceptual and conceptual discussions and survey method, questionnaire and cluster sampling among 356 female high school students in Arak District in2018. Results: Among consumer goods bearing effective symbols, a positive attitude toward the use of consumer goods, and There is a significant relationship between the use of mass media, and the tendency to (non-Iranian) culture of identity crisis among female high school students in Arak. The consumption of new goods and lifestyles for the person being identified; and the performance of the media induce the audience to value the use of this and that new consumer product or product. The instability and multiplicity of consumer goods and symbols in the challenge of the hegemony of modern society has become an important ground for the identity crisis of the young generation of students.