Sociological Analysis Redefining the Social Identity of Women in the Light of Consumerism Tendencies Case study: Women born in the 1970s, 1980s and 1990s of Isfahan

In recent decades, with the spread of consumerism and rising consumer Tendencies in the global arena, there have been developments in the cultural and structural contexts of societies that have transformed and transformed traditional women's identity and redefined their identity in the face of modern consumerism manifestations. Today, people with a tendency to Over consumption of goods, not only to meet the need, try to get a different social position than others. In the meantime, women, with the use of Conspicuous Consumption as representatives of their families, try to raise their dignity and social status and their families in society. The study seeks to show that, although women have always had more tendencies over the course of history than men, but what is seen as excessive consumption and in fact the use of manifestation is due to the prevalence of consumer culture, this is due to the propaganda of the capitalist system and the process of globalization. But perhaps the question is why the city of Isfahan has been chosen as the case study. In response, it should be acknowledged that women in a large city like Isfahan, which are largely in the course of modernity and experience institutional rank and cultural backgrounds and new roles, have been selected because the city of Isfahan still has its links It maintains tradition and can clearly see the confrontation between tradition and modernity, and is one of the few metropolises that are not fully engaged in religious, family ... and not in their entirety It is discrete with these stereotypes. In fact, present-day women in the city of Isfahan play an active role in dialectics of identification and identity change in light of consumerism and their religious, familial and traditional affiliations. The present article focused on the effect of consumerism on redefining the identity of women born in the 50s, 60s and 70s of Isfahan. The Theories used in this research were the theory of Pierre Bourdieu, Thorstein Veblen and Anthony Giddens.

 The research method was quantitative and survey type, data collection method, researcher-made questionnaire, a sample size of 384 women in Isfahan and a multi-stage cluster sampling method.

The results of the analysis show that there are significant correlations between the variables of consumerism and the redefinition of women's identity, social inequality and consumerism, social inequality and redefinition of women's identity and between globalization and consumerism. Also, the regression results show that the variables of consumerism, globalization and social inequality explain 22% of the variations in the redefinition of social identity. Consequently, in line with the results obtained in this research and other similar studies, it can be acknowledged that consumption In Iran, in different decades, it has undergone a different course The desire for more consumerism has grown considerably among women in Iran in the early 1970s, But in later this decade, due to the Islamic Revolution, which brought with it religious enthusiasm, as well as the decline of the presence of Western culture, consumerism and pretending to overuse, was significantly reduced. But in the 1980s, with the end of the eight-year war and the erosion of its particular economic and political conditions, the wave of moderatorial began again in the community. Women's entry into public areas such as universities and moving away from Private house space prepared them to redefine a different identity from traditional identity. The results of the research were in line with the views of foreign thinkers such as Giddens, Bourdieu, and Veblen, and also consistent with the results of many domestic research on changing attitudes. In the context of social identity, attempts have been made to reflect the power of consumerism in the redefinition of identity, since in the current era, changing attitudes and beliefs, there have been many changes in the lives of individuals. In fact, increasing consumerism has been able to make a big contribution to the acquisition of new identities.