Download e-book for kindle: Bought and Sold: Living and Losing the Good Life in by Patrick Hyder Patterson

By Patrick Hyder Patterson

ISBN-10: 0801450047

ISBN-13: 9780801450044

Yugoslavia was once designated one of the communist international locations of the chilly battle period in its openness to blending cultural parts from either socialism and capitalism. in contrast to their opposite numbers within the international locations of the Soviet Bloc, usual Yugoslavs loved entry to a variety of shopper items and companies, from outfits and home equipment to go back and forth businesses and discotheques. From the mid-1950s onward the political weather in Yugoslavia approved, and later every now and then inspired, a consumerist way of life of buying, spending, buying, and having fun with that engaged the general public on a daily foundation via sleek advertisements and revenues innovations. In Bought and Sold, Patrick Hyder Patterson unearths the level to which socialist Yugoslavia embraced a shopper tradition frequently linked to capitalism and explores the position of consumerism within the federation's cave in into civil warfare in 1991.

Based on awesome learn and that includes amazing examples of Yugoslav print advertisements and mass tradition, this publication reconstructs in frequently dramatic aspect the increase of a tradition within which consumers' wishes trumped real human wishes. Yugoslavia, Patterson argues, turned a land the place the symbolic, cultural worth of buyer items was once a first-rate consider person and workforce id. He exhibits how a brand new, competitive company institution promoted consumerist traits that normal electorate eagerly followed, whereas the Communist management alternately inspired and limited the shopper orientation.

Abundance translated into civic contentment and appeared to end up that the regime may supply items and providers equivalent to these of the capitalist West, yet many Yugoslavs, either inside and out the circles of authentic energy, frightened concerning the contradiction among the population's include of intake and the dictates of Marxist ideology. the outcome used to be a heated public debate over creeping consumerist values, with the hot lifestyle discovering fierce critics and, unusually for a communist nation, many passionate and vocal defenders. Patterson argues that consumerism was once one of many severe components that held the multiethnic society jointly in the course of the years of the Yugoslav "Good existence" of the Sixties and Seventies. With the commercial downturn of the Eighties, despite the fact that, the reliance on increasing consumerism finally ended in sour disillusionment, stripping the original Yugoslav version of its legitimacy and priming the population for mutual resentment, ethnic clash, and war.

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Additional info for Bought and Sold: Living and Losing the Good Life in Socialist Yugoslavia

Sample text

Indeed, until 1950 the policies pursued by Yugoslav com m unist leaders rem ained quite faithful to the m odels established by their erstw hile Soviet patrons. If a tight alliance w ith the Soviet bloc was quickly disappearing as an option for Yugoslav C om m unists in the w ake of the 1948 split, the country’s leaders a t first seemed reluctant to acknow ledge th at fact, and they w orked hard to reestablish their credentials and return to the fold. Both during th at cam paign and even later, once such efforts had proved futile, the party leaders grouped a rou n d T ito seemed determ ined to establish them ­ selves as u ltra-orthodox— thoroughly conform ist if n o t C om inform ist— and to hew as closely as possible to the already clearly dem arcated lines of M arxist-Leninist thought and practice so as to elim inate any doubts as to the ideological propriety of their positions.

L ivin g It | 23 It m ust be rem embered th at T ito ’s proxim ate interest was in securing the requisite financial assistance to help Yugoslavia survive w ithout aid from its form er benefactor; there was no early suggestion of any fundam ental departure from fam iliar Stalinist m odes. The turn tow ard the West was thus notew orthy for its im m ediate significance in international relations but not, or at least not yet, for any corollary effects on ideology, econom ic relations, culture, and the daily lives of ordinary citizens.

Archival a pproaches to the qu estio n s posed in this book have proved ex ­ trem ely revealing at tim es, b u t they rem ain, for a variety o f reasons, limited. Precious little of the evidence th a t m atters to the history o f culture an d ev­ eryday life ever m ade it to the archives in the first place. T his problem was (and is) bad enough for m ost tim es an d locales, bu t it w as ex acerbated by p a tte rn s and practices typical o f c o m m u n ist society, w here civil society was w eak, individuals and private g ro u p s had little o p p o rtu n ity o r incentive to generate an archival record , an d p a rty a n d gov ern m en t o rgans concentrated on d o c um enting their w ork acco rd in g to a very specific M arxist-m aterialist logic th a t devalued cu ltu re generally an d p o p u lar culture in particular.

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Bought and Sold: Living and Losing the Good Life in Socialist Yugoslavia by Patrick Hyder Patterson


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