خلاصة:
In contemporary consumer society, people pay attention to their health and happiness, because any social and cultural activity and any form of self-construction is bodily oriented. Body management, in its complicated form, is completely pervasive among most of the social classes and groups. This research is about to study the contexts and reasons of people’s interests in consuming medical commodities and drugs among Sanandaj inhabitants. So the theory of consumer society is the theoretical framework of this research. The method of study is grounded theory and the data were gathered by way of individual deep interview, as a qualitative technique. Theoretical-purposeful sampling was selected to select the interviewed. The findings show that social-normative expectations and financial-cultural challenges are facilitating contexts, while commodification of health and beauty and consumerism are casual conditions of this phenomena. Gaining social approval, social opportunities and identification are the main reasons, moreover, commodification of body, individualization of identity and mental disorders are the most important consequences of this phenomena.
ملخص الجهاز:
Sociological Analysis of Health Consumption (A Study of Clients of Medical Centers in Sanandaj City) Jamal Mohammadi 1, Bahman Bayangani Abstract The global expansion of consumer society has led to the emergence of a lifestyle among urban middle classes whose most important characteristics are "other-directed actions," "self-representation," "self-image regulation," "appearance management," and the presentation of a desirable image of oneself.
The increasing attention and sensitivity to the body and the spending of staggering amounts of money to achieve a healthy and normal body are consequences of the phenomenon of commodifying health and treatment, which individuals are willing to pay for even with meager incomes; consequently, studying it has a special necessity, and this article attempts to identify the socio-cultural contexts effective in the striking and increasing influence of the commodification of treatment and health, and its ultimate goals are as follows: ـ Identifying the facilitating and intervening contexts in the formation of individuals' motivations to consume drugs and medical goods and to undergo surgeries and medical manipulations, ـ Formulating the experiences of individuals consuming drugs and medical goods, ـ Identifying the consequences of their consumption on the personal and social life of the individual and society.
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