Conspicuous consumption: A case study in Diyarbakır

Conspicuous consumption is a kind of consumption that can be observed both in traditional and modern periods. In this sense, Diyarbakır is an urban setting where both traditional and modern cultural codes coexist. As being a space where collectivistic culture of traditional era and individualistic one of modern era are experienced synchronically, it has been hypothesized that both types of conspicuous consumption are possible to be seen, hence, in this study, local distinctions have been intended to be perceived on the one hand and factors leading to those have been attempted to be comprehended on the other. How the predominant collectivistic culture of traditional period and individual centred one of modern urban settings affect consumption in general and conspicuous consumption in particular has been studied in the fieldwork. In-depth interview which is one of the techniques of qualitative research method has been conducted with thirty participants in the fieldwork. When the results of the fieldwork examined, traditional and modern codes are both seen to have triggered conspicuous consumption in parallel with improved life standards and consumer opportunities in recent years. On the other hand, the phenomenon of conspicuousness which seeks to acquire status or individual distinction has not been seen only in the consumption of material objects but also in non-material domains, considerably, such as socio-cultural occasions and observing religious duties. Key Words: Consumerism, Conspicuous Consumption, Collectivistic Culture,Individualistic Culture, Traditional Period, Modern Period.