Consumer Culture Branding And Identity In The New Russia

As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.

Material Culture in Russia and the USSR comprises some of the most cutting-edge scholarship across anthropology, history and material and cultural studies relating to Russia and the Soviet Union, from Peter the Great to Putin.Material culture in Russia and the USSR holds a particularly important role, as the distinction between private and public spheres has at times developed in radically different ways than in many places in the more commonly studied West. With case studies covering alcohol, fashion, cinema, advertising and photography among other topics, this wide-ranging collection offers an unparalleled survey of material culture in Russia and the USSR and addresses core questions such as: what makes Russian and Soviet material culture distinctive; who produces it; what values it portrays; and how it relates to 'high culture' and consumer culture.

Consumption research is burgeoning across a wide range of disciplines. The Routledge Handbook on Consumption gathers experts from around the world to provide a nuanced overview of the latest scholarship in this expanding field. At once ambitious and timely, the volume provides an ideal map for those looking to position their work, find new analytic insights and identify research gaps. With an intuitive thematic structure and resolutely international outlook, it engages with theory and methodology; markets and businesses; policies, politics and the state; and culture and everyday life. It will be essential reading for students and scholars across the social and economic sciences.

Lifestyle in Siberia and the Russian North breaks new ground by exploring the concept of lifestyle from a distinctly anthropological perspective. Showcasing the collective work of ten experienced scholars in the field, the book goes beyond concepts of tradition that have often been the focus of previous research, to explain how political, economic and technological changes in Russia have created a wide range of new possibilities and constraints in the pursuit of different ways of life. Each contribution is drawn from meticulous first-hand field research, and the authors engage with theoretical questions such as whether and how the concept of lifestyle can be extended beyond its conventionally urban, Euro-American context and employed in a markedly different setting. Lifestyle in Siberia and the Russian North builds on the contributors’ clear commitment to diversifying the field and providing a novel and intimate insight into this vast and dynamic region. This book provides inspiring reading for students and teachers of Anthropology, Sociology and Cultural Studies and for anyone interested in Russia and its regions. By providing ethnographic case studies, it is also a useful basis for teaching anthropological methods and concepts, both at graduate and undergraduate level. Rigorous and innovative, it marks an important contribution to the study of Siberia and the Russian North.

Material Culture in Russia and the USSR comprises some of the most cutting-edge scholarship across anthropology, history and material and cultural studies relating to Russia and the Soviet Union, from Peter the Great to Putin.Material culture in Russia and the USSR holds a particularly important role, as the distinction between private and public spheres has at times developed in radically different ways than in many places in the more commonly studied West. With case studies covering alcohol, fashion, cinema, advertising and photography among other topics, this wide-ranging collection offers an unparalleled survey of material culture in Russia and the USSR and addresses core questions such as: what makes Russian and Soviet material culture distinctive; who produces it; what values it portrays; and how it relates to 'high culture' and consumer culture.

This book explores how clothing consumption has changed in Russia in the past 20 years as capitalism has grown in a postsocialist state, bringing with it a "consumer revolution." It shows how there has been and continues to be a massive change in the fashion retail market and how ideal lifestyles portrayed in glossy magazines and other media have contributed to the consumer revolution, as have shifts in the social structure and everyday life. Overall, the book, which includes the findings of extensive original research, including in-depth interviews with consumers, relates changes in fashion and retail to changing outlooks, identities, and ideologies in Russia more generally. The mentioned changes are also linked to the theoretical concept of fashion formed in postsocialist society.

In recent years announcements of the birth of business anthropology have ricocheted around the globe. The first major reference work on this field, the Handbook of Anthropology in Business is a creative production of more than 60 international scholar-practitioners working in universities and corporate settings from high tech to health care. Offering broad coverage of theory and practice around the world, chapters demonstrate the vibrant tensions and innovation that emerge in intersections between anthropology and business and between corporate worlds and the lives of individual scholar-practitioners. Breaking from standard attempts to define scholarly fields as products of fixed consensus, the authors reveal an evolving mosaic of engagement and innovation, offering a paradigm for understanding anthropology in business for years to come.

The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture