This study anthropologically examines the evolution of melamine tableware in Iran. The basis of this paper is to learn about the leading causes of public disinterest in melamine tableware. The majority of cultural re-reading cases between 1941 and 2000 were merely limited to the renovation of cafes, restaurants and in some cases, art galleries, the author of this paper, based on her interest, has decided to study the relation between the container and the contained taking a social approach.
Accordingly, this study starts the identification of cultural, social, and historical structures of consumerism in Tehran City by studying advertisements from 1944 to 2000.
In the next stage, anthropological aspects of using melamine utensils and their impact on public life are surveyed. For this purpose, a large number of social groups were interviewed, from vendors to brokers and owners of luxury restaurants and cafes.
This field study re-examined various approaches to the public [behavior]. Influenced by economic, political, cultural, and religious concerns, they have gone through diverse experiences of style and consumerism, a collaborative relationship between supplier and consumer has been formed as the results.
However, consumers are sometimes pushed towards specific goods or behavior, mostly under the influence of profit-seeking powers. The media play the leading role in this regard, especially television, which enjoys the largest number of audience. This makes watching TV a suitable means for transmitting specific signals.
Designing melamine dishes has seen changes throughout the years under the review. These changes were in accord with consumers' social classes, business consumers of the products such as hotel and restaurant, shopping centers; food consumption style, eating habits, the number of family members, religious beliefs, and cultural context of each family.
The followings are the main questions of this study:
1. What were the criteria for selecting and consuming melamine dishes in the past and present?
2. How visual elements of melamine dished have influenced consumers' choice?
3. How petrochemical and plastic industries have helped promote or demote consumerism in society?
Cheapness, durability, diversity of parts, sizes, patterns, and colors of melamine tableware are the main hypotheses of the research. Other factors such as the type of event, media campaigns namely radio and television programs, online platforms, and media such as Google and Instagram along with satellite TV channels have been considered as sub-hypotheses.
Studying the above-mentioned factors exposes contradictions in the notion of modernity in Iran. It cannot be firmly claimed that modernity in consumption is merely a western phenomenon. No matter which country we are talking about, the notions of change could be associated with the need for survival and economic foundations. For example, when it is common to use home appliances like juicers and refrigerators, or smaller objects such as waxes or cosmetics, advertisements in newspapers and magazines might have a broader impact on the introduction and promotion of these products.
To maximize the impact, the desired product might be represented using narrations or through touching colorful and beautifully-designed boxes in print media. The desired product might be repeatedly promoted in preceding and succeeding advertisements, to persuade the potential consumers to purchase the good. These campaigns are basically in line with the economic conditions of the target market and accord with the economic policy of the governing bodies.
Consumption has become of the vital element in today's social life, as citizens tend to define their identity through consumption. They declare their lifestyle through their choices in consumption, and these choices shape their individuality (Fazeli, Nematullah, 16).
Making films and serials, due to its capabilities for profoundly targeting masses, has a crucial role in consumerism. The culture of the masses has no specific form and characteristics. Ultimately any audience of this type would easily welcome the provided content and begins to mimic. This process leads to the formation of a shared taste among specific masses of the people, i.e. called pop culture.
[1] Nematollah, Fazeli, September 2009, Binab Cultural & Art Bimonthly, Issue No. 14
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