-An exploration of the postmodern lifestyle among young women in Tehran; A grounded theory-

Document Type : Original Article

Authors
zahra saraian 1
mehrdad navabakhsh 2
Seyed ALi Rahmanzadeh 3
1 "PhD Candidate in Sociology of Social Issues in Iran, Islamic Azad University - Science and Research Branch, Tehran, Iran."
2 Full Professor of Sociology, Islamic Azad University - Science and Research Branch, Tehran, Iran (Corresponding Author)
3 Associate Professor of Social Communication Sciences, Islamic Azad University - North Tehran Branch, Tehran, Iran.
10.22034/jcsc.2024.2039266.2767
Abstract
The current research seeks to study the postmodern lifestyle of young women in Tehran, and during it, an attempt was made to analyze the understanding and interpretation of these women's postmodern lifestyle in the form of interpretive methodology and contextual theory. The methodological approach of this research is qualitative and grounded theory, in-depth and semi-structured interview data collection techniques, and the sample number was 24 women who were selected purposefully until reaching theoretical saturation. For data mining, the theoretical coding method was used, which aims to achieve the main and secondary categories in order to set up the theoretical model. The results of the research show that the central phenomenon of the fluid lifestyle is based on causal conditions, background conditions. Yes, the intervening conditions and strategies have been obtained. According to the findings of the current research, the ten main categories of fluidity of consumption, fluidity of needs, strong differentiation, strong individualism, female equality, feminine agency, virtual hedonism, body management, fluid identity and desire to blog complete the chain of the research paradigm model. The main implication of the findings of this research is that the young women of Tehran city have a new understanding and interpretation of the lifestyle in such a way that they are drawn towards the fluid (floating) lifestyle or the post-modern lifestyle.
Keywords
Life style
postmodernism
floating lifestyle
young women
Tehran
Subjects
 
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Cultural Studies & Communication
Volume 21, Issue 79
Summer 2025
Pages 301-337