Document Type : Original Article
Authors
1 Ph.D., Faculty of Geography and Urban Planning, University of Kharazmi, Tehran, Iran
2 Associate Professor, Faculty of Geography and Urban Planning, University of Kharazmi, Tehran, Iran
3 Assistant Professor, Department of Geography and Urban Planning, Kharazmi University, Tehran, Iran
4 Professor, Department of Geography and Urban Planning, Kharazmi University, Tehran, Iran
5 Associate Professor, Department of Geography and Urban Planning, University of Mazandaran, Babolsar,, Iran
Abstract
In modern societies, consumer behavior and luxurious lifestyles in urban spaces have contributed to the formation of conspicuous and disordered consumption patterns, leading to the emergence of elite areas and the spatial polarization of cities. The aim of this article is to examine and analyze the phenomenon of conspicuous consumption in urban spaces using the framework of Thorsten Veblen's "casual class" theory. The research method is interpretive-deductive and the type of applied research is research and development. The method of collecting data and information is based on the content analysis of scientific documents, media, social networks and advertisements to identify conspicuous consumption patterns and their representation in society. The method of analyzing data and information is content analysis. The research findings indicate that conspicuous consumption in cities exacerbates urban inequalities. In urban spaces, luxury shopping malls, expensive restaurants and special commercial areas have emerged as mushroom growths as symbols of wealth and status. These spaces are often advertised as exclusive places for the wealthy and access to them is limited for the general public. Other findings of the research show that conspicuous consumption has led to an increase in land and housing prices, strengthening luxury industries, reducing access to resources, inflation and financial pressure on the urban economy, and attracting investment and luxury tourism. Conspicuous consumption is widely represented in the media and social networks with an emphasis on the display of luxury goods, aristocratic lifestyles and luxuries. The dominant patterns include an emphasis on famous brands, luxury travel and special events. These representations often cause imitation and a desire for conspicuous consumption in society and exacerbate social inequalities and pressure to consume. In the environmental dimension, it was also found that conspicuous consumption has led to a waste of resources and energy,
Highlights
Objective: This study aims to investigate the phenomenon of conspicuous consumption in urban spaces through the theoretical framework of Thorstein Veblen’s Theory of the Leisure Class. It seeks to explain how luxurious lifestyles and consumer practices contribute to the formation of affluent districts and the spatial polarization of cities.
Methods: The research employs an interpretive–deductive approach and is applied in nature, falling within the research and development category. Data were collected using content analysis of academic documents, media sources, social networks, and advertisements to identify patterns of conspicuous consumption and their representation in society.
Results: upscale restaurants, and exclusive commercial districts have proliferated as symbols of wealth and prestige, often promoted as exclusive spaces for the affluent while restricting public access. Conspicuous consumption has also contributed to rising land and housing prices, the expansion of luxury industries, limited access to resources, inflationary pressures on urban economies, and the attraction of luxury-oriented investment and tourism. Media and social networks widely reinforce these patterns by showcasing luxury brands, elite lifestyles, exclusive events, and luxury travel, which foster imitation and social pressure to engage in conspicuous consumption. Environmentally, the study shows that this phenomenon results in excessive resource and energy consumption, as well as increased waste production and pollution.
Conclusions: Conspicuous consumption not only reinforces socio-spatial inequalities but also places financial pressure on urban economies and contributes to environmental degradation. Addressing this phenomenon requires greater attention to sustainable urban planning and policies aimed at reducing excessive consumerist behaviors
Keywords
Main Subjects
در جوامع مدرن، رفتارهای مصرفی و سبکهای زندگی تجملی در فضاهای شهری به شکلگیری الگوهای مصرف نمایشی و ناهنجار دامن زده و منجر به ظهور مناطق اعیاننشین و قطبیشدن فضایی شهرها شدهاند. هدف این مقاله بررسی و تحلیل پدیده مصرف متظاهرانه (نمایشی) در فضاهای شهری با استفاده از چارچوب نظریه «طبقه تنآسا» تورستن وبلن است. روش پژوهش تفسیری – قیاسی و نوع پژوهش کاربردی از نوع تحقیق و توسعه است. روش جمعآوری داده و اطلاعات بر مبنای تحلیل محتوای اسناد علمی، رسانهها، شبکههای اجتماعی و تبلیغات برای شناسایی الگوهای مصرف متظاهرانه و بازنمایی آنها در جامعه است. روش تجزیهوتحلیل داده و اطلاعات بهصورت تحلیل محتوا است. یافتههای پژوهش حاکی از آن است که مصرف متظاهرانه در شهرها، نابرابریهای شهری را تشدید میکند. در فضاهای شهری، مراکز خرید لوکس، رستورانهای گرانقیمت و مناطق تجاری خاص بهصورت رشد قارچگونه بهعنوان نمادهای ثروت و منزلت پدیدار شده است. این فضاها اغلب بهعنوان مکانهای اختصاصی برای قشر مرفه تبلیغ میشوند و دسترسی به آنها برای عموم مردم محدود است. یافتههای دیگر پژوهش نشان میدهد که مصرف متظاهرانه منجر به افزایش قیمت زمین و مسکن، تقویت صنایع لوکس، کاهش دسترسی به منابع، تورم و فشار مالی بر اقتصاد شهری و جذب سرمایهگذاری و گردشگری لوکس را به دنبال داشته است. بهطوریکه مصرف متظاهرانه در رسانهها و شبکههای اجتماعی با تأکید بر نمایش کالاهای لوکس، سبکهای زندگی اشرافی و تجملات بهطور گستردهای بازنمایی میشود. الگوهای غالب شامل تأکید بر برندهای معروف، سفرهای لوکس و رویدادهای خاص است. این بازنماییها اغلب باعث تقلید و اشتیاق به مصرف نمایشی در جامعه میشود و نابرابریهای اجتماعی و فشار برای مصرف را تشدید میکند. در بعد زیستمحیطی نیز مشخص شد که مصرفی نمایشی منجر به اتلاف منابع و انرژی و همچنین افزایش تولید زباله و آلودگی را به دنبال داشته است.
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