Abstract:

After the declaration of Tanzimat, Westernization movements in the Ottoman society redounded on individuals’ consumption patterns. Different authors addressed the change in the consumption patterns subjected to literal works of the era critically. This study aims to analyze the change took place in consumption patterns of the Ottoman society during the post-Tanzimat era through novels of the period. Five of first-period novels evaluated by using thematic analysis, which is a qualitative analysis method. As a result of the research, seven themes, which reflect the change in consumption patterns, including (1) Food and Beverage (2) Consumption of Tobacco and Alcohol (3) Clothing and Accessory (4) Residence and Domestic Life (5) Transportation and Driving Vehicle (6) Education (7) Entertainment and Recreation were found out. Based on the conspicuous consumption theory, results about in which areas related to the consumption the fact of Westernization addressed more intensely discussed. Limitations of the study and implications for further research presented additionally.   

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