The Caucasus is perhaps best described as a mosaic of peoples ancient and modern intertwined across a complex, often inaccessible geography that has made it a crossroads linking not only east and west but equally north and south. The aim of this paper is to enhance the understanding of future Iran and Russia challenges in Transcaucasia. Russian post-Soviet geopolitics invokes Eurasianism as its inner rationale and meaning, as a greater good that imbues pragmatic, interest based politics with a sense of mission. Although Russia remains a strong regional power with firm position on international level it is still hard for Moscow to accept loss of the position of great power. The methodology of this research is descriptive-analytical and it attempts to give a geopolitical answer to the question that how Iran can gains a hegemony in the Transcaucasia region?
Consumption patterns in social groups are diversely affected by global and local processes. Using a mixed approach, this study analyses the consumption pattern of three classes of young in Tehran (capital of Iran) including the rich, middle and lower classes. The findings suggest that the self-indulgent lifestyle of rich kids of Tehran is a reproduction of global consumption patterns. The ingress of global patterns and culture into society was also mediated through the rich class, who are inclined to convergence in consumption in the global context. Rich kids act as the reference group for lifestyle among middle- and lower-class youth, who adopt eclectic lifestyles in the local context. Overall, the nature and extent to which rich kids are perceived as a reference group differ between the two classes, with the middle-class youth taking a more realistic, extensive and imitative perspective and the lower class incorporating a more mental, limited, false and damaging mindset.
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