Sociological Explanation of Youth Tendency towards Modern Lifestyle in Shiraz

• Main Authors: Nedai Marhamat, Mohammadtaghi Iman
• Format: Article
• Language: fas
• Published: University of Isfahan 2014-04-01
• Series: جامعه شناسی کاربردی
• Subjects: Modern Lifestyle; Cultural Capital; Education; Media Consumption; Gender; religion
• Online Access: http://jas.ui.ac.ir/article_18350_8215b6de535afe2739d43adffc38212f.pdf

Introduction Due to the rapid social changes of the second half of the twentieth century and the beginning of the new millennium, the nature of social existence has been changed. Consequently, a new society needs new concepts for the analysis of itself. The concept of "lifestyle" has such characteristics. In the last decade without lifestyle- means belonging to a specified context which reveals certain similarities and differences- members of a society do not have the ability of developing significant and enduring communications. The concept of lifestyle can be examined in relation to modernity, which has faced the individual with its facilities of creation, and variety of different and sophisticated choices. In this study, by the term modern lifestyle we mean similar acts, activities, manners, patterns, contacts, and social connections which are based on modern life. The main aim of this study is to explore sociological factors related to tendencies youth have towards Modern Lifestyle. Investigated variables in this regard are cultural capital, including media consumption and parental and self-education, as well as such background variables as age, gender, marital status, class identity and religious orientation. Materials & Methods The using method in this study is survey. Data were collected with the use of questionnaire. The youth (from 18 to 30 years of age) of Shiraz city consisted our research population. Taking into account the possibility of confounding and unanswered questionnaires, 451 questionnaires have been considered for data analysis, using quota sampling method according to the economic and social heterogeneity of the city. In conjunction with statistical techniques for variables analyzed, we should say that the data obtained from the questionnaires were processed using SPSS, LISREL and AMOS softwares. The statistical method of Alpha Cronbach was utilized for reliability measurement, and Formal validity for validity measurement. Person coefficient correlation was used for testing research hypothesizes. Discussion of Results & Conclusions Base on the theoretical discussion and findings of this study, it appears that cultural capital is a key concept. According to Bourdieu, lifestyles are regular products of cultural capitals people have at their disposal, which in turn can become signs of social distinction. Since all of the education system in Iran, particularly universities, are imported and translated from the West, and students are subconsciously exposed to western, modern teachings, therefore education can be an indicator of value and modern symbols internalization in a young citizen, and this can influence tendencies of a person toward modern lifestyles. Moreover, being exposed to the mass media, as one of the most important tools for transforming specific values, symbols and messages, is important, especially when these media in many cases act in the service of specific groups disseminating special values among people, such as those which promote modernity and capitalism. Overall, the results of our study showed that 15 percent of youth's modern, changing lifestyle can be explained by cultural capital.