Erken modern ortamda bir tüketim kültürünün ortaya çıkışı: Osmanlı Bursa`sı

Studies on the origins of the modern consumer culture generally focus on the earlymodern western context with the inherent assumption that today?s modern consumer culturehad its origins in the early modern west. This study examines origins of an early modernconsumer culture in a non-western context; Ottoman Empire between the mid-sixteenth tomid-seventeenth centuries and investigates how particularities of the context shaped adifferent consumer culture. Specifically the study focuses the town of Bursa. In the Ottomancontext, social structure provided differences from the previously theorized western contextsconcerning consumer culture phenomena. Ottoman context had a different dominant classand relatively high level of upward mobility among the ranks. Ottoman dominant classallowed the entry of lowest echelons and had intergenerational downward mobility. Multipledata sources including archival data were used to conduct this historical research.Quantitative and qualitative data analysis techniques were complemented. Findings show thatindeed an early modern consumer culture in a non-western context existed. In addition, thecharacteristics of the Ottoman social structure shaped a different Ottoman consumer cultureboth in terms of appropriation of different categories of goods and the processes of fashionand diffusion of goods.