The Paradigm Model of Using Pottery Products in the Life Style of the People in Tabriz

Cultural consumption is one of the common ways to identify and represent self, especially in contemporary period. In cultural consumption, people use different types of goods and symbolic values not because of their material value, but because of their cultural and symbolic value, and this type of consumption trying to create an ideal image of their own in the minds of others. Hence, the use of pottery as a cultural product, is not only in the sense of mere use (what was supposed to be in the pre-contemporary era), but also contains different meanings. Social theorists in the study of lifestyles usually regard this domain as being based on social consumption organization, meaning all social activities performed by individuals in their daily lives and It determines the attributes and creates an identity for them. The basis of one's identity in traditional societies is their attributes, meaning that one acquires one's identity through family, father, father's job, or grandfather's. For this reason, the type of production or consumption of the individual is not important in traditional societies, and in addition, it has no bearing on the individual. Thus, consuming or not consuming pottery does not make the person identifiable. In fact, in the traditional pottery community, organically the organism is a part of people's lives and not a luxury and cultural commodity. If a person needs to use pottery in his daily life, he will not use it if he does not need it. So, pottery in traditional societies has nothing special to do or not to do with identity or identity. But in modern societies, one's identity is shaped by social class, production system, and consumption system. But in modern societies, one's identity is shaped by social class, production system, and consumption system. Particularly in modern times, consumption is becoming increasingly important and shaping the lifestyle of people who create an identity for them. In this time of the pottery as a cultural commodity in the lives of people and in addition to the need, contains many meanings in their consumption. The present study aims to provide a paradigmatic model regarding consumption and non-consumption of pottery products in Tabriz and the answer to the question of how the consumption of pottery products in Tabriz causes varied life styles and what the result will be. To answer the research questions qualitative approach based on grounded theory is used. The interviews were used to collect data and from 60 pottery and ceramics producers, distributors, and consumers in the city of Tabriz, the interviews were conducted with the theoretical sampling method. The content of the interviews was identified based on the developed model of coding data and a total of 249 concepts were identified as initial code. After eliminating repetitions and conceptualization in open coding, 87 concepts were extracted. By screening the basic concepts, we found 40 sub categories and 15 main categories that were identified in the five dimensions and in accordance with the grounded Paradigmatic model. Meanwhile, to ensure the quality of the coding, the researchers' self-esteem and member controls were used. In conclusion, the results show, the Pottery products with the aim of gaining dignity, identity, social and cultural capital, creating healthy living, nostalgia and remember the creation of man were used and by doing this, they make their lives sylish by using cultural and poettry products.