صنعت عروسی در شهر همدان و تعامل و تقابل جریان‌های فرهنگی

جشن عروسی در ایران، هر روز بیش از گذشته درحال تجاری‌شدن است. در مناطق مختلف، ورود عناصر فرهنگی جدید، مراسم فعلی جشن را دستخوش تغییرات جدی کرده است. در جامعۀ ایران، تلاقی عناصر فرهنگی قدیم و جدید، باعث شکل‌گیری جریان‌های فرهنگی جدیدی شده است. این پژوهش، به بررسی شهر همدان، یکی از شهرهای ایران، پرداخته است. صنعت عروسی نوظهور در همدان که ماهیت مصرف‌گرایی و تجاری آن قوی است، همراه با چالش‌هایی بوده‌ است. هدف این پژوهش، علاوه‌بر بررسی این چالش‌ها، مطالعۀ پیامدهای فرهنگی و اجتماعی گسترش صنعت عروسی در همدان است. روش پژوهش، کیفی و مبتنی‌بر مصاحبۀ عمیق نیمه‌ساخت‌یافته است و طی آن با 16نفر از افراد شاغل در صنعت عروسی در شهر همدان مصاحبه شده است. مضامین محوری پژوهش با روش تحلیل مضمون استخراج شده‌اند. یافته‌های این پژوهش، شامل دو مضمون محوری «بازسازی فرهنگی» و «ناسازه‌های فرهنگی» است که هر یک مضامین فرعی مهمی را شامل می‌شود. نتایج نهایی بیانگر آن است که صنعت عروسی در شهر همدان، با تغییرات اجتماعی و جریان‌های فرهنگی چندسویه و پیچیده‌ای همراه بوده است. از یک‌سو تعاملات و تقابلات فرهنگی در عرصۀ برگزاری مراسم عروسی و ازسوی دیگر، درهم‌آمیختگی و تلفیق سنت‌ها، موجب تضاد ارزش‌ها و آشفتگی هنجارها گشته است. پیرو این جریان‌ها، رسوم محلی عروسی در همدان به‌تدریج تضعیف شده‌ و عناصر فرهنگ مصرفی نظام سرمایه‌داری بر این رسوم چیرگی می‌یابد.

the wedding industry in the city of hamedan and the interaction and conflict of cultural trends

abstractthe commercialized wedding celebration, as a western and global phenomenon, is developing and expanding. this cultural phenomenon has found its presence and become pervasive in iranian society. the globalization of weddings and the introduction of new cultural elements related to them have brought significant changes and transformations to these ceremonies in various regions of iran. in the iranian society, the convergence of old and new cultural elements has created new mechanisms and cultural trends. this article focuses on the city of hamedan, one of the cities in iran. the emergence of the wedding industry phenomenon in hamedan has been accompanied by challenges. the aim of this article is to examine the cultural and social consequences of the presence and expansion of the wedding industry in hamedan. the research method used in this qualitative study involved semi-structured interviews with 16 professionals working in the wedding industry in hamedan. the data were analyzed using thematic analysis. the findings of this article encompass two main themes: “cultural reconstruction” and “cultural anomalies,” each of which includes various subtopics of significance. the results indicate that the expansion of this industry in the city of hamedan has been concurrent with multifaceted and intricate social changes and cultural trends. cultural interactions and conflicts, particularly in the realm of wedding ceremonies in this city, have led, on one hand, to the amalgamation and fusion of traditions, and on the other hand, to conflicts of values and disturbances in norms. as a result of these trends, local wedding customs in hamedan have been weakened, and the consumer culture of the capitalist system has influenced them significantly.keywords: marriage, wedding industry, globalization, cultural reconstruction, cultural anomalies. 1. introductioncommercialization of wedding celebrations in western societies gradually took shape during the first half of the 20th century, from 1900 to 1960, under the banner of the capitalist system, and fully developed in the latter half of the century. in this historical process, the wedding industry gradually emerged, and wedding celebrations became intertwined with consumerist, individualistic, and materialistic culture. in the 21st century, the hegemony of modern wedding celebrations became widespread through increased media advertising and the remarkable growth of bridal magazine circulation, spanning both western and non-western countries. in contemporary times, the cost of wedding celebrations has risen in various western and non-western countries, and this celebration gains popularity as an ideal and popular style, remaining firm and enduring.iran, like many other non-western countries, has been influenced by the global capitalist system, and the commercialization of wedding celebrations has penetrated and spread within it. this research has been conducted in hamedan, one of the cities in iran, focusing on the expansion of the wedding industry in that region.the central objective of this article is to examine the interaction and conflict of cultural trends that have emerged in conjunction with the penetration and expansion of the wedding industry in hamedan. the questions addressed by this article include:with the expansion of the wedding industry in hamedan, what hybrid cultural elements have been reconstructed? with the expansion of the wedding industry in hamedan, what cultural inconsistencies and social contradictions have arisen? in the conceptual framework of this article, studies related to commercialized wedding celebrations have been considered in the following ways:a) studies exclusively focused on western societies. b) studies that only examine a single non-western society. c) studies that investigate the cultural connection between western and non-western societies. 2. materials and methodsin this article, a qualitative method and narrative interviews have been employed. the research field is the city of hamedan. hamedan is one of the relatively large and populous cities of the country with a diverse social and cultural composition. the city has a mixture of both semi-traditional and semi-modern aspects. in this study, a semi-structured interview tool was used, and interviews were conducted with 16 individuals employed in the wedding industry. the reason for selecting these individuals was their experience in organizing wedding ceremonies. the sampling method used in this research was purposive and chain referral. the interviews continued until data saturation was reached, and each interview lasted 15 to 60 minutes.the data analysis method employed was thematic analysis. the unit of observation and analysis in this study was the individual and the level of analysis was micro-level. in order to ensure the credibility of this research, attempts were made to involve experts in the field.in this research, 16 individuals (8 females and 8 males) from the wedding industry participated. among these individuals, three were bridal makeup artists, two were groom makeup artists, three were photographers and videographers, two were djs and orchestra members, four were boutique owners, and one was a florist. among them, the least experienced individual had one year of experience, while the most experienced had 23 years of experience. 3. discussionthe findings of this article consist of two central themes: “cultural reconstruction” and “cultural inconsistencies,” each of which encompasses four sub-themes. the theme of “cultural reconstruction” focuses on the introduction of the wedding industry to the city of hamedan and the interactive and integrative cultural trends that lead to cultural transformation and renewal. the four sub-themes of “cultural reconstruction” are: “harmony with modern business for professional advancement,” “emulation and adherence to reference groups,” “religious consumerism,” and “strengthening cultural pluralism.” additionally, the central theme of “cultural inconsistencies” addresses the expansion of the wedding industry in hamedan and the confrontation of various cultural trends that result in conflicts and social contradictions. the four sub-themes of “cultural inconsistencies” are: “anomie in the market and business,” “lack of social and economic support,” “conflict and clash between tradition and modernity,” and “struggle in perceiving aesthetic-cognitive and economical consumption.”furthermore, themes related to the market and trade indicated that wedding industry businesses in hamedan are not yet mature and face opportunities and threats. this industry encounters challenges and difficulties in the social and economic fabric of hamedan, despite having a suitable potential for commercial and economic progress.on the cultural horizon, the sub-theme “emulation and adherence to reference groups” reflects the role of media’s norm-setting and guiding role in wedding celebrations within the cultural and social context of hamedan. the sub-theme “religious consumerism” signifies the integration of an imbalanced cultural fusion, while “strengthening cultural pluralism” indicates a