Document Type : Research Paper
Author
Assistant Professor, Department of Political Sciences, Shahid Mahalati Higher Education Complex, Qom, Iran
Abstract
Introduction
The prevalence of modern consumption in recent years is a significant phenomenon and an environmental factor that has influenced both society and politics. Although modern consumption has been somewhat addressed in sociological research in Iran, it seems there is no serious research about its impact on politics and power. In this respect, the current study adopted the perspective of political sociology in order to analyze the impact of modern consumption on the broader domains of politics and power in Iran. The purpose of the research was to examine the sociopolitical consequences of modern consumption in contemporary Iran, shedding light on the underlying logic of current sociopolitical developments. This approach could offer a series of analytical possibilities to understand the dynamics of transformation and change in Iran’s sociopolitical landscape today, and particularly to identify the latent potential for protest in Iranian society.
Materials and Methods
This study used Peter Wagner’s sociology of modernity and Jean Baudrillard’s ideas about consumer society as the theoretical framework. Moreover, it relied on the insights drawn from Pierre Guiraud’s semiotics as the method of analysis. The integration provided a theoretical foundation and an appropriate research method. The method of semiotics was used to explore the signs of modern consumption in contemporary Iran and its implications. In this context, the analysis situated the phenomenon of pretentious consumption in relation to the third wave of modernity.
Results and Discussion
According to the findings, the prevalence of consumption, as a seemingly minor aspect of lifestyle and daily life in Iranian society, has led to the commodification of social relations and politics. This has contributed to reinforcing the welfare aspects of the state in Iran, thereby both weakening the possibility of authoritarianism and making the legitimacy of the political system increasingly dependent on consumption. While consolidating Iran’s position on the margins of the global division of labor, this phenomenon may also facilitate identity fragmentation, foster a sense of relative deprivation, and give rise to new variants within social movements. Therefore, despite the ongoing prevalence of modern consumption in Iran, not only does the prospect of development remain uncertain, but the deepening sense of relative deprivation—especially considering the identity-related impacts—may further increase the ruptures in Iran’s sociopolitical developments. In this context, the potential for protest in Iranian society is likely to persist.
Conclusion
To manage the consequences of modern consumption, efforts should focus on making its costs real. The government should only support the necessary consumption of society, focusing on essential needs and basic goods. Moreover, eliminating visible and hidden subsidies can help realize the true costs of modern consumption. Additionally, revitalizing intellectual and cultural spaces—such as promoting free thought, establishing intellectual forums, and encouraging cultural activities—can be an effective way to manage the consequences of modern consumption in Iran. There is an inverse relationship between the growth of intellectual and cultural activities and the growth of commodification. Promoting intellectual and cultural activities can help slow down the pace of commodification. Another important step is to restore the dignity and status of traditional, yet qualified, intellectual and cultural authorities. Less influenced by commodification, these figures typically embody intellectual, cultural, and educational values, so they can help cultivate virtues in society. This in turn can counteract consumerism and commodification. The media, particularly radio and television, play an irreplaceable role in this effort. They should focus more on promoting values such as work, effort, and bio-culture, rather than purely bio-economic concerns. The government should also shift its position in Iran’s socioeconomic system as the dominant owner and exclusive holder of privileges. It is recommended that future research explore other aspects of modern consumption in Iran, particularly the underlying causes of its prevalence, as well as the potential political developments that could arise due to modern consumption.
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