Investigating the role of education through indigenous and non-indigenous agents of socialization in consumerism

Document Type : Original Article

Authors

1 Assistant Professor of Sociology and Researcher

2 M.A in sociology, Danesh Alborz University, Qazvin

Abstract

The present article aims to investigate the role of education through indigenous and non-indigenous agents of socialization in the consumerism of students in Shaft city with an interpretive approach. Hence, theories of socialization and consumption by theorists such as Baudrillard, Simmel, Fromm, Mead, Blumer, and cooley have been used. Data were collected and analyzed through library, field and survey methods and techniques of taking notes, observation, interview and questionnaire. The statistical population in the survey study consisted of all female students in the age group of 13-18 years old in Shaft with 1693 people which 313 people were selected using Cochran's sample size formula by relative classification sampling method. Sampling in the qualitative study was done by interview and observation techniques in a theoretical way in the Shaft area. Findings from the study showed that there is a relationship between socialization through agents such as teachers' attitudes toward consumerism, communication with peers, fashion, parents' attitudes, mass media and tourists, and students' consumerism. The results of the qualitative secondary study in combination with quantitative research showed that education through mediators or indigenous agents such as the attitude of teachers and peer groups and non-indigenous agents such as the role of tourists and mass media is effective on consumerism.

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