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).