Neoliberalism, Consumerism and the Challenges for Education Based on the Iranian-Islamic Identity

This paper explores the challenges for Iranian education in dealing with culture of consumerism of the Neoliberalism. Methodologically, this paper bases on the qualitive research method, and uses analytic- descriptive method. For this, primarily consumerism culture is analyzed, then the   challenges of this culture for Iranian education are investigated. Possessive individualism, commercialization, marketization, increasing competition, economy based on chance, and accountability (based on free market model) in cultural institution (audit culture); are some of the important ideological bases of the consumerism. Findings indicate that consumer culture of Neoliberalism, its materialist and greedy nature, possessive individualism, deprivation of the low-income class, luxury-seeking, reduction of human agency, competing for wealth creation, and the social valuation based of wealth; all of these make the major challenges for Iranian education. Revival of the Islamic consumption pattern, strengthening humanities for critique of the consumerism, and converging social institutions for reinforcement of the Iranian-Islamic Identity; are some suggestion for emancipation of the domination of consumerism culture.