Examining Iran s recent history through the double lens of
domesticity and consumer culture, Domesticity and Consumer Culture
in Iran demonstrates that a significant component of the
modernization process in Iran advanced beyond political and public
spheres.
On the cusp of Iran s entry into modernity, the rules and tenets
that had previously defined the Iranian home vanished and the
influx of new household goods gradually led to the substantial
physical expansion of the domestic milieu. Subsequently,
architects, designers, and commercial advertisers shifted their
attention from commercial and public architecture to the new home
and its contents. Domesticity and consumer culture also became
topics of interest among politicians, Shiite religious scholars,
and the Left, who communicated their respective views via the
popular media and numerous other means. In the interim, ordinary
Iranian families, who were capable of selectively appropriating
aspects of their immediate surroundings, demonstrated their
resistance toward the officially sanctioned transformations.
Through analyzing a series of case studies that elucidate such
phenomena and appraising a wide range of objects and archival
documents from furnishings, appliances, architectural blueprints,
and maps to photographs, films, TV series, novels, artworks,
scrapbooks, work-logs, personal letters and reports this book
highlights the significance of private life in social, economic,
and political contexts of modern Iran.
Tackling the subject of home from a variety of perspectives,
Domesticity and Consumer Culture in Iran thus shows the interplay
between local aspirations, foreign influences, gender roles,
consumer culture and women s education as they intersect with
taste, fashion, domestic architecture and interior design.
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