Notes
1. In his book ‘Consuming life’, Zygmunt Bauman (2007) explains that for
a society to obtain that attribute, it needs to detach the rigorously
individual capacity for wanting, desiring and longing from individuals;
and recycle/reify them into an subsidiary force to put ‘consumer
society’ in motion and keep it on stream as a particular form of
socializing, while creating special parameters of effective strategies
for individual life.
2. As Bocock (1993) in his book ‘Consumption’ claims that improvement of
the ideology of consumption made its symbols dominant, so that mental
activities of people and stimulate them towards more consumption. Thus,
modern consumer is physically passive but mentally very active.
3. Considering john Berger’s (1972) writing on art, it might be said
that consumption is a way through which people see and perceive the
world.
4. (Firat et al, 2013) in an article titled ‘Consumption, consumer
culture and consumer society’ claim that: one of the defining
characteristics of consumer society is that consumption became the
ultimate goal and not a means to fulfil the needs.
5. For the concept of inverted city see Kim Dovey’s book ‘framing
places’, PartIII.
6. Łukasz Stanek in his Article ‘Collective Luxury’ (the journal of
Architecture, 22:3, 2017) points out that: “In Lefebvre’s reading,
collective luxury conveys less a particular type of experience …
the object is not destroyed by use (‘consumed’) but rather, whose use
value is enhanced by use”.
7. See Dovey, (1999: 133).
8. Polysemic: having more than one meaning; having multiple meanings
(Dictionary.com’s 21st Century Lexicon).
9. Heteroglot: Involving or containing multiple languages, dialects, or
idiolects. Or on the other hand, culturally diverse; involving multiple
points of view. Here, heteroglot conceptually points to the multiplicity
and diversity.
10. A number of very first passages and shopping centers in Tehran are
built during the second Pahlavi period. Naderi Passage (1937), Shirvani
passage (1942), Plasco Building (1951) are some of the important names.
11. New luxuries involve more with meaningful objects and activities
that are experienced by consumers as luxury for fulfilling both
psychological and emotional needs (Kapferer, 1997; William and Atwal,
2013).