The pathology of changes in the consumption pattern: consumerism as a new phenomena in Iranian rural communities

The dissemination of western culture in the world has promoted a type of consumer culture which corresponds with the capitalist system. This has not only affected on urbanites, but has also made dramatic changes the life style of rural people. So nowadays contentment is not deemed valuable and many people believe that these values are outmoded. In this article, Hesar Khorvan village has been selected and 66 people ranging 8 years old to 36 have been interviewed. The results show that special and historical events have an important role in these huge changes, specially, in the behaviors of young rural people in this village, changes in the relationship between families, expectations, life satisfaction, the importance of production, the importance of fertility and etc.