Jalal Aal-e-Ahmad was not the first Iranian thinker to call for the localization of Western products, concerned about the Western cultural onslaught against the pillars society. What distinguished him —a distinction articulated in the works GHRBZADEGI and In the Service and Betrayal of Intellectuals—was his critique of intellectuals as representatives of modernism, and his proposal for a "return to the self". Despite the ambiguity of "self" and the process of return, he emphasized localism and traditional values which Iranian-Shiite norms were based. Despite all these challenges, his changing Socio-cultural-political approach, and importantly, weak citations, weakened his philosophical-historical analyses, were criticized by his opponents and even proponents. According to the findings, despite efforts to move beyond Westernization, Aal-Ahmad was caught in the Western concepts and mechanisms due to disregard the philosophical understanding of the West and the weakness of historical references. Today, re-reading Westoxification, localization and delocalization in Aal-Ahmad's thought is a revision of approach, tried to redefine and preserve Iranian-Shiite identity through traditional values in contrast with promoting Westernism by the government of the time. This critical study, as a way to recognize the shortcomings and challenges of the not-so-distant past, can be helpful to overcome similar obstacles today.

The research method is historical, with a descriptive-analytical approach and based on library research.