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 traditionally defined the Iranian home began to
vanish 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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