This study examines how consumers in the United Arab Emirates ( UAE ) are actively employing consumer goods and services to express and forge their own unique socio-cultural identities. It seeks to address such significant issues by exploring the ways through which diverse consumers construct and present their socio-economic status. The study demonstrates how consumer practices, especially those related to luxurious commodities and affluence, function as producers of socio-cultural discourses. Methodologically, this study relies on fieldwork research that was conducted by the researcher over a period of several years (2011-2018) in the different emirates of the UAE . Qualitative methods were employed in particular. Different consumption sites—mainly mega shopping malls—were visited regularly, and various consumers belonging to different socio-economic segments of the society were interviewed. Both structured and unstructured types of interviews were conducted to collect ethnographic data. The study results show the transformation of UAE society consumption patterns from traditional consumption to hyper-consumption. During the 1960s, the UAE shifted overall into a consumer society. In fact, the results show the expansion both of the hyper-consumer, mega malls, the traditional souqs, and online internet shopping within this new hyper-consumer culture. The study also shows how the lifestyle in UAE has changed in the last few decades, as people’s shopping behaviors have shifted from the traditional marketplace to include the newer mega shopping malls and brand stores. In addition, the study shows how consumers construct and present their socio-economic status according to their class, gender, and ethnicity through their own shopping experiences.

中文翻译：

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阿联酋社会超消费主义的出现：一种社会文化视角

这项研究研究了阿拉伯联合酋长国（UAE）的消费者如何积极利用消费品和服务来表达和塑造自己独特的社会文化身份。它试图通过探索多样化的消费者构建并展现其社会经济地位的方式来解决这些重大问题。该研究表明，消费者行为，特别是与奢侈品和富裕人群有关的行为，如何作为社会文化话语的生产者。从方法上讲，本研究依赖于研究人员在阿联酋不同酋长国历时数年（2011年至2018年）进行的实地调查。特别采用定性方法。定期访问不同的消费场所（主要是大型购物中心），采访了属于社会不同社会经济阶层的各种消费者。进行了结构化和非结构化访谈类型，以收集人种学数据。研究结果表明，阿联酋社会的消费方式已经从传统的消费向过度消费转变。在1960年代，阿联酋全面转变为消费社会。实际上，结果表明，在这种新的超级消费者文化中，超级消费者，大型购物中心，传统集市和在线互联网购物均有所扩展。该研究还表明，随着人们的购物行为从传统的市场转移到包括较新的大型购物中心和品牌商店，阿联酋的生活方式在过去的几十年中发生了怎样的变化。此外，