عنوان مقاله [English]
The main purpose of this article is the explanation of Globalization as a late phenomenon of contemporary world which is viewed from various dimensions including the three aspects of formation, extension and outcomes. Globalization as a social concept has many definitions. Under the cultural shift, and the priority of consumption in everyday life, the different patterns of consumption considered as different forms of identity. In these situations, under the globalization process, the activists encounter with signs and goods from all over the world. The reaction of these activists in everyday life can be examined of in localism, universalism and hybrid forms.To assess the exposure of Iranian activists with Globalization process this study is conducted to identify different types of encountering of Iranian youth with globalization in everyday life by exploring local and global resources and commodities in Tehran everyday life. This study applied qualitative methodology and ethno methodology method and a deep interview was performed with 28 Youth aged 18-35 years from Tehran. Document collection was also performed in the everyday life and consumption models and relevant justifications were made. The collected data was achieved in the form of combined method ranging from subject and number coding, dialogue analysis, document analysis, qualitative content analysis, in five general aspects of everyday life like: Consumption of food and drink, clothing and body management; leisure; different kinds of cultural consumption, consumption of communication. The results showed that cosmopolitanism in consumption and the realm of Iranian everyday life is evident and the intensity of it is based on the use of resources as well as their creativity.