Sociological study of the consumerist approach to the body in Iranian society (Case study: Students of Payame Noor University of Tehran)

leila fathi ¹ ( Instructor, Faculty of Sociology Department Payame Noor University, Alborz, Iran Is ( Corresponding Author). )
Mohamad Rahimi ² ( Assistant Professor of Khalkhal Unit of Sociology, Islamic Azad University of Khalkhal Iran. )

Submited date : 2018-09-30 Accepted date : 2019-01-14

Keywords: modernity, body, Cosmetic Surgery, Social Conditions, Consumerism Approach,

Abstract :

The various social, cultural and political changes that have taken place in the world, such as demographic changes, feminist movements, consumerism, and the movement towards modernity, have transformed the body into a major issue in social studies. The purpose of the present study was to investigate the causes of consumerism in the Iranian society among female students of Payame Noor University of Tehran, Tehran. In this paper, 415 people were selected using the Cochran formula. The sampling method in this study is a proportional sampling method. In this study, feminist theories, Veblen, Gauffman, and Giddens have helped researchers in their ideas and theoretical sensitivity. The findings of the study showed that the individual factors (2.63) and social conditions (2.47) are effective in performing cosmetic surgeries by individuals in Iran. According to findings, family agent (21.3%) of the causes Surgery is not beauty by people in IranTo determine the validity and reliability of the questionnaire structures, convergent and diagnostic validity was used in the form of confirmatory factor analysis. Also, for reliability testing of the questionnaire, Cronbach's alpha coefficient was used. Since the calculated Cronbach's alpha coefficient for each section of the questionnaire and also for the total data (0.82) is more than acceptable (α = 0.7), the reliability of the measurement instrument is confirmed.