Journal of Iranian Social Studies

Scrutinizing the lived experience of saleswomen in shopping centers in Tehran

Document Type : Original Article

Authors

Gholami Fatemeh 1
Maryam Ghazinejad 2
Sohaila Sadeghifasaee 3

1 Department of Social science , Alzahra university. Tehran. Iran

2 Associate Professor .Dpartment of social sciences . faculty of social sciences and economics . AlZahra university. Tehran. Iran.

3 Professor of Sociology, University of Tehran. Tehran. Iran.

https://doi.org/10.22034/jss.2023.1986883.1754
Abstract
The present study intends to explore the lived experience of saleswomen working in new shopping centers and thereby achieve its semantic implications. Malls and shopping centers have expanded in megacities such as Tehran in recent years. This shows forms of consumer culture in society, as well as informal work and the feminization of the workforce and its challenges. This research has used qualitative grounded theory method. The Purposive sampling Methods with maximum variety was used to gather the samples. Additionally semi-structured interviews were used to gather the data. 30 saleswomen working in shopping centers participated in the research sampling.
The results of the research show that causal factors such as economic autonomy, easy access to the sales job, femininity of the work environment, an opportunity to be seen and redefining the female identity, have played a role in explaining the lived experience of working women. Meanwhile, ignoring work rules, work bodies including؛ Exhibitive body (imposing clothing and makeup codes and saleswomen as a model), disciplinary body, faking kindness, and customer-oriented rationality act as intrusive strategies and conditions. According to the present study, the lived experience of saleswomen in shopping malls has resulted in accepting inferiority, and alienation. The Core category also implies "selling as exploitation".

Keywords

Shopping center
Saleswomen
lived experience
Exploitation
faking kindness
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Journal of Iranian Social Studies
Volume 16, Issue 4
Winter 2023
Pages 107-131

  • Receive Date 07 January 2023
  • Revise Date 05 April 2023
  • Accept Date 21 May 2023
  • First Publish Date 09 November 2023
  • Publish Date 09 November 2023

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