Author(s): Nilgün OKUTAN** A. Burak KAHRAMAN***
Consumption is to meet the needs of individuals to ensure their life cycle. Today, with the effects of globalization, consumption becomes the need of consumption itself. In consumption society, it is seen that consumption is not only need-oriented but even consumption itself becomes an objective. On the other hand, consumption in the axis of risk society becomes compulsory. In the historical process, motherhood is one of the strongest social statuses of women. In today's consumption society, mothers need consumption objects to reinforce this image. The only determinant of being an ideal mother is not the relationship between the child and the mother, but also the execution of rituals open to the approval of more and more public. The consumption and risk society is constantly on the way to be ideal for mothers. This situation causes the mothers to clash with traditional culture and to add themselves to the objects of consumer culture. In this study, we examine the concepts of consumption and risk society through maternity and birth practices. For this purpose, interviews were conducted with 264 women in Kayseri and three central districts Talas, Kocasinan and Melikgazi by using quantitative methods on the telephone survey method. As a result of the interviews, it was noteworthy that women were affected too much by the consumption culture but still did not move away from traditional practices. Mothers of Kayseri do not see the use of modern practices as a state of exit from tradition. As a voluntary actor of the consumer society, Kayseri mothers try to consume the offered delivery practices by choosing appropriate services to their budgets
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