Soviet Consumer Culture In The Brezhnev Era

After decades of turmoil and trauma, the Brezhnev era brought stability and an unprecedented rise in living standards to the Soviet Union, enabling ordinary people to enjoy modern consumer goods on an entirely new scale. This book analyses the politics and economics of the state’s efforts to improve living standards, and shows how mass consumption was often used as an instrument of legitimacy, ideology and modernization. However, the resulting consumer revolution brought its own problems for the socialist regime. Rising well-being and the resulting ethos of consumption altered citizens’ relationship with the state and had profound consequences for the communist project. The book uses a wealth of sources to explore the challenge that consumer modernity was posing to Soviet ‘mature socialism’ between the mid-1960s and the early 1980s. It combines analysis of economic policy and public debates on consumerism with the stories of ordinary people and their attitudes to fashion, Western goods and the home. The book contests the notion that Soviet consumers were merely passive, abused, eternally queuing victims and that the Brezhnev era was a period of ‘stagnation’, arguing instead that personal consumption provided the incentive and the space for individuals to connect and interact with society and the regime even before perestroika. This book offers a lively account of Soviet society and everyday life during a period which is rapidly becoming a new frontier of historical research.

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 volume contributes to a growing reevaluation of the Brezhnev era, helping to shape a new historiography that gives us a much richer and more nuanced picture of the time period than the stagnation paradigm usually assigned to the era. The essays provide a multifaceted prism that reveals a dynamic society with a political and intellectual class that remained committed to the ideological foundations of the state, recognized the challenges that the system faced, and embarked on a creative search for solutions. The chapters focus on developments in politics, society, and culture, as well as the state’s attempts to lead and initiate change, which are mostly glossed over in the stagnation narrative. The volume challenges the assumption that the period as a whole was characterized by rampant cynicism and a decline of faith in the socialist creed and instead points to the persistence of popular engagement with the socialist ideology and the power it continued to wield within the Soviet Union.

This volume shows how the rise of consumer culture took a unique form in Eastern Europe. It investigates the ways in which pleasurable activities were both a space in which these communist governments tried to insinuate themselves and thereby further expand the reach of their authority.

History and politics students alike will welcome this new Seminar Study which analyses the Khrushchev era -- a critical period of Soviet and world history. It was Khrushchev who, in 1957, finally filled the political vacuum left by the death of Stalin in 1953. He was an erratic, impulsive, inspirational and innovative leader who addressed the fundamental problems of the country - and yet he was, Martin McCauley argues, "a brilliant failure''. In this study the author explores all aspects of the Khrushchev era: including reforms in agriculture, economic policy, crises in Eastern Europe, the Cuban Missile Crisis of 1962, de-Stalinisation and Khrushchev's attempts to reform the Communist Party.

This essay anthology explores the intersection of gender, food and culture in post-1960s Soviet life from personal cookbooks to gulag survival. Seasoned Socialism considers the relationship between gender and food in late Soviet daily life, specifically between 1964 and 1985. Political and economic conditions heavily influenced Soviet life and foodways during this period and an exploration of Soviet women’s central role in the daily sustenance for their families as well as the obstacles they faced on this quest offers new insights into intergenerational and inter-gender power dynamics of that time. Seasoned Socialism considers gender construction and performance across a wide array of primary sources, including poetry, fiction, film, women’s journals, oral histories, and interviews. This collection provides fresh insight into how the Soviet government sought to influence both what citizens ate and how they thought about food.

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

Taking the Soviet Union Apart Room by Room investigates what happens to domestic spaces, architecture, and the lives of urbanites during a socioeconomic upheaval. Kateryna Malaia analyzes how Soviet and post-Soviet city dwellers, navigating a crisis of inadequate housing and extreme social disruption between the late 1980s and 2000s, transformed their dwellings as their countries transformed around them. Soviet infrastructure remained but, in their domestic spaces, urbanites transitioned to post-Soviet citizens. The two decades after the collapse of the USSR witnessed a major urban apartment remodeling boom. Malaia shows how, in the context of limited residential mobility, those remodeling and modifying their homes formed new lifestyles defined by increased spatial privacy. Remodeled interiors served as a material expression of a social identity above the poverty line, in place of the outdated Soviet signifiers of well-being. Connecting home improvement, self-reinvention, the end of state socialism, and the lived experience of change, Malaia puts together a comprehensive portrait of the era. Malaia shows both the stubborn continuities and the dramatic changes that accompanied the collapse of the USSR. Making the case for similarities throughout the former Soviet empire, this study is based on interviews and fieldwork done primarily in Kyiv and Lviv, Ukraine. Many of the buildings described are similar to those damaged or destroyed by Russian bombings or artillery fire following the invasion of Ukraine on February 24, 2022. A book about major historic events written through the lens of everyday life, Taking Soviet Union Apart is also about the meaning of home in a dramatically changing world.