Orientation towards consumer culture between the local and the global among university professors

Abstract

The current study aimed to build a measure of the orientation towards consumer culture between the local and the global among university professors and to identify the differences in the orientation of the teaching staff towards the local and the global in consumer culture, which oscillates between culture (modern or innovative, concentration, hybridization and cultural alienation) and according to the following variables (gender, Age, academic title, educational level, number of family members, type of college, humanities and scientific.(

The research sample consisted of 254 teachers from various colleges of the University of Kufa, including scientific and humanities, and they were selected randomly. The researchers built a measure of consumer culture based on the experience approach and the results of the survey question that was distributed to 100 teachers from various colleges and after reviewing much of the literature that was written in This topic and the scale consisted of 20 items. One of the items dropped statistically. The psychometric properties of validity and reliability were extracted, and the criterion (Z) was extracted, through which criteria for the scale were set in five levels through which the score that the respondent obtains on the consumer culture scale is explained. The researchers reached the following results: - The presence of a local consumer culture that is high and statistically significant at the 5% level in the types (concentration, novelty, and alienation), as university teachers have a high concentration on the consumption of local products, weak interest in modern models, and do not suffer from alienation.

There is a statistically significant decrease in the national consumer culture at the level of 5% in the type of (hybridization) among university teachers, meaning that they are oriented in their consumer culture towards hybridization between the national and international product.

Keywords: consumer culture, local, global, concentration, innovation, alienation, hybridization.