عنوان مقاله [English]
This paper attempts to interpret the ways through which the consumers construct pleasures, meanings and identities in urban public spaces in Sanandaj, and to explain how these spaces integrates the consumers. Urbanization provides public spaces imbued with signs and images that send different implications to people. In fact, people are participating in urban public life through consuming these signs and images, which in turn affect and change individual social behaviors. This research, by using critical ethnography to study the young consumers in Sanandaj, gathered data through techniques such as direct observation and individual deep interview. The sample was selected by purposeful sampling and the data were analyzed through thematic interpretation. Results showed that the youth consumed signs and images in a mood embed with both resistance and assimilation. On the one hand, consuming signs is a way to resist the dominant codes and discourses, and on the other hand, is a way of being assimilated to social codes and meanings produced by culture industry.