The formation of demonstrative consumption in the Soviet period of Russian society history
Research Article
How to Cite
Pechkurov I.V. The formation of demonstrative consumption in the Soviet period of Russian society history. Humanities of the South of Russia. 2022. Vol. 11. No. 4. P. 136-146. DOI: https://doi.org/10.18522/2227-8656.2022.4.10 (in Russ.).
Abstract
Objective of the study − analysis of the prerequisites for the formation of demonstrative consumption in modern Russian society that took place during the Soviet period of its development.
Methodological basis of the research: a transdisciplinary scientific paradigm focused on overcoming disciplinary limitations and obtaining holistic scientific knowledge about the essence of demonstrative consumption in Russian society.
Research result. The author traces the changes in the attitude to consumption and consumer behavior of the population from the pre-revolutionary period, when values and attitudes were dominant, genetically dating back to the ascetic socio-cultural code formed under the influence of the Orthodox religion, to the late Soviet one, characterized by the presence of double consumer standards among the mass stratum and representatives of the party-Soviet nomenclature. Showing how, in conditions of chronic commodity shortage, including artificially created, an association was formed between elite socio-status positions of the nomenclature and brand consumption, the author substantiates the rootedness of the practices of demonstrative consumption of modern Russians in the realities of the Soviet period with its double standards of consumption and ambivalent attitude to the official ideology that promoted household asceticism and labor ethos on the based on the reformatted traditional socio-cultural code.
Prospects of the study connected with the further study of demonstrative consumption in Russian society, especially in the era of global geopolitical transformations and sanctions policy, which entail the transformation of consumer behavior not only in Russian society, but throughout the world.
Keywords:
demonstrative consumption, socio-cultural code, asceticism, double consumer standards, party and Soviet nomenclature, ideology, imitation, commodity shortage
References
Baranova A. V. (2009) Soviet consumerism // Consumption as Communication – 2009: Proceedings of the Fifth International Conference, June 26-27, 2009 / Ed. by V. I. Ilyin, V. V. Kozlovsky. − St. Petersburg: Intersocis. − Pp. 36-39.
Brusilovskaya L. B. (2001) Culture of everyday life in the era of the "thaw" (metamorphoses of style) // Social Sciences and modernity. − No. 1. − Pp. 168-172.
Debor G. (1999) The Society of the performance / trans. with fr. C. Ofertas and M. Yakubovich. − M.: Logos. − 224 p.
Davydov A. P. (2021) Socio-cultural split in modern Russia: in search of the middle // Personality. Culture. Society. − Volume XXIII, iss. 1-2 (109-110). − Pp. 64-75. DOI:10.30936/1606_951X_2021_23_1_2_64_75.
Ilyin A. N. (2016) Permanent renewal of things as a way of demonstrating status in consumer society // Sociological science and social practice. − Vol. 4, No. 3. − Pp. 38-53. – DOI: 10.19181/snsp.2016.4.3.4577.
Lebedeva N. (2019) Why is criticism of the leisure class exhausted? Factual and debatable realities // Logos. − No. 1 (128). − Pp. 27-51. – DOI: 10.22394/0869-5377-2019-1-27-49.
Levada Yu. (2001) "The Soviet man": the problem of reconstruction of initial forms // Monitoring of public opinion: economic and social changes. − No. 2 (52).
Leibenstein H. (1999) The effect of joining the majority, the snob effect and the Veblen effect in the theory of consumer demand // Milestones of economic thought / comp. V. M. Galperin. Vol. 1: Theory of consumer behavior and demand. – St. Petersburg: Economic School. − Pp. 304-325.
Mareeva S. (2018) Inequality in Russia in the international context: income, wealth, opportunities / S. Mareeva, E. Slobodenyuk // Bulletin of Public Opinion. Data. Analysis. Discussions. − Vol. 126, No. 1-2.− Pp. 30-46. – DOI: 10.24411/2070-5107-2018-00002.
Marcuse G. (2003) Eros and Civilization. One-dimensional man: A study of the ideology of a developed industrial society. – M.: AST. − 526 p.
Oparina N. A. (2014) Multiplicity of factors of demonstrative consumption: evolution of research / N. A. Oparina, G. S. Tsvetkova // Modern problems of science and education. − №. 5. − URL: http://science-education.ru/ru/article/view?id=15282 (date of application: 15.08.2022).
Tulchinsky G. L. (2007) Culture in the shop // Neva. − No. 2. − Pp. 132-134.
Shchepanskaya T. B. (1993) The symbolism of youth subculture: the experience of ethnographic research of the system, 1986-1989. – St. Petersburg: Nauka. − 340 p.
Brusilovskaya L. B. (2001) Culture of everyday life in the era of the "thaw" (metamorphoses of style) // Social Sciences and modernity. − No. 1. − Pp. 168-172.
Debor G. (1999) The Society of the performance / trans. with fr. C. Ofertas and M. Yakubovich. − M.: Logos. − 224 p.
Davydov A. P. (2021) Socio-cultural split in modern Russia: in search of the middle // Personality. Culture. Society. − Volume XXIII, iss. 1-2 (109-110). − Pp. 64-75. DOI:10.30936/1606_951X_2021_23_1_2_64_75.
Ilyin A. N. (2016) Permanent renewal of things as a way of demonstrating status in consumer society // Sociological science and social practice. − Vol. 4, No. 3. − Pp. 38-53. – DOI: 10.19181/snsp.2016.4.3.4577.
Lebedeva N. (2019) Why is criticism of the leisure class exhausted? Factual and debatable realities // Logos. − No. 1 (128). − Pp. 27-51. – DOI: 10.22394/0869-5377-2019-1-27-49.
Levada Yu. (2001) "The Soviet man": the problem of reconstruction of initial forms // Monitoring of public opinion: economic and social changes. − No. 2 (52).
Leibenstein H. (1999) The effect of joining the majority, the snob effect and the Veblen effect in the theory of consumer demand // Milestones of economic thought / comp. V. M. Galperin. Vol. 1: Theory of consumer behavior and demand. – St. Petersburg: Economic School. − Pp. 304-325.
Mareeva S. (2018) Inequality in Russia in the international context: income, wealth, opportunities / S. Mareeva, E. Slobodenyuk // Bulletin of Public Opinion. Data. Analysis. Discussions. − Vol. 126, No. 1-2.− Pp. 30-46. – DOI: 10.24411/2070-5107-2018-00002.
Marcuse G. (2003) Eros and Civilization. One-dimensional man: A study of the ideology of a developed industrial society. – M.: AST. − 526 p.
Oparina N. A. (2014) Multiplicity of factors of demonstrative consumption: evolution of research / N. A. Oparina, G. S. Tsvetkova // Modern problems of science and education. − №. 5. − URL: http://science-education.ru/ru/article/view?id=15282 (date of application: 15.08.2022).
Tulchinsky G. L. (2007) Culture in the shop // Neva. − No. 2. − Pp. 132-134.
Shchepanskaya T. B. (1993) The symbolism of youth subculture: the experience of ethnographic research of the system, 1986-1989. – St. Petersburg: Nauka. − 340 p.
Article
Received: 16.08.2022
Accepted: 10.09.2022
Citation Formats
Other cite formats:
APA
Pechkurov, I. V. (2022). The formation of demonstrative consumption in the Soviet period of Russian society history. Humanities of the South of Russia, 11(4), 136-146. https://doi.org/10.18522/2227-8656.2022.4.10
Section
CULTURE AND GLOBALIZATION
