The Experience of Cultural Globalization and the Consumption of Western Clothing

Aim: The present study was conducted with the aim of investigating the relationship between the experience of cultural globalization (based on the three indicators of using foreign music, using foreign media, and individualism) and consuming western clothing. Methods: The type of research was descriptive and the method was survey. The statistical population included all female undergraduate students of Shiraz University in the academic year of 2022-23, of which 384 of them who responded came from colleges of economics, management, social sciences, literature and humanities who were selected trhough random multi-stage cluster sampling. Findings: Based on data analysis, it can be said that there is a positive and significant relationship between the use of foreign music and the consumption of western media (B=0.459), and between the use of foreign media and the consumption of western media. There is a positive and significant relationship with medium intensity (B=0.563); and finally, there was a positive and significant relationship between individualism and consumption of western clothing with relatively high intensity (B=0.667). In addition, the results showed that the three variables of using foreign music, using foreign media, and individualism (as indicators of cultural globalization) were able to explain and predict about 52% of the changes related to the dependent variable (consumption of western clothing). Conclusion: Based on the findings, it is suggested that the cultural policy makers, while taking the necessary measures to promote the media literacy of the youth, should make some kind of contextual adjustment in the direction of using satellite networks, in relation to the representation of the interests and tastes of the young generation in the programs of the domestic networks. To prevent the influence of culturally heterogeneous elements, the necessary investment should be applied in the direction of good music productions according to the taste of young people. Finally, in the field of Islamic-Iranian clothes, a variety of new and diverse designs according to the taste of women should be considered.