Contents
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Advertising Age: The Evolution of the Critique of Commercial Promotion Advertising Age: The Evolution of the Critique of Commercial Promotion
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The Engineers of Human Souls: Communist Values, Bourgeois Tastes, and the Power of the Advertocracy The Engineers of Human Souls: Communist Values, Bourgeois Tastes, and the Power of the Advertocracy
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Promise Her Anything, But Give Her … The Deceptions and Illusions of Market Culture Promise Her Anything, But Give Her … The Deceptions and Illusions of Market Culture
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From Stone Hatchets to Vacuum Cleaners to Televisions: Capitalist Tools and the Manufacture of False Needs From Stone Hatchets to Vacuum Cleaners to Televisions: Capitalist Tools and the Manufacture of False Needs
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When You’ve Got It, Flaunt It: Individuality, Status, and Distinction in a Collectivist, Egalitarian System When You’ve Got It, Flaunt It: Individuality, Status, and Distinction in a Collectivist, Egalitarian System
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To Dream the Impossible Dream? Socialism’s Limits and the Quixotic Quest for the Best of the West To Dream the Impossible Dream? Socialism’s Limits and the Quixotic Quest for the Best of the West
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A Mind Is a Terrible Thing to Waste: Market Culture and the Making of Homo consumens A Mind Is a Terrible Thing to Waste: Market Culture and the Making of Homo consumens
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The Good Life for All of YU: Consumerism across the Divides of Class and Geography The Good Life for All of YU: Consumerism across the Divides of Class and Geography
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O Brave New World That Has Such People In’t! Yugoslavia on the Frontiers of Consumer Society O Brave New World That Has Such People In’t! Yugoslavia on the Frontiers of Consumer Society
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It Takes a Licking and Keeps on Ticking: Hard Times, New Complaints, and the Time Bomb of Consumer Desire It Takes a Licking and Keeps on Ticking: Hard Times, New Complaints, and the Time Bomb of Consumer Desire
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The Power of an Idea Multiplied: Lessons from the Yugoslav Resistance The Power of an Idea Multiplied: Lessons from the Yugoslav Resistance
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4 Fearing It: The Values of Marxism and the Contradictions of Consumerism
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Published:December 2011
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Abstract
This chapter examines the mainstream Marxist critique of the contradictions of consumerism in Yugoslavia. Yugoslavia was heading toward the creation of a capitalist-style “consumer society” by the late 1960s. However, the move toward consumerism did not go unchallenged. Instead, consumer culture and the advertising and marketing that propelled it encountered, early on, staunch and ardent resistance. This chapter considers the place of Marxism in issues surrounding commercial promotion and its role in fashioning popular culture. In particular, it analyzes the arguments of Marxist social critics that consumerism and market culture were among the most important “internal enemies” of Yugoslav socialism. It also discusses Marxist criticisms of the so-called Homo consumens and critics' sustained rhetorical campaign against consumerism. It shows that Yugoslavia's distinctive consumer culture and the commercial promotion that sustained it gave rise to a different sort of egalitarianism based on participation in a new Yugoslav Dream, one rooted in consumption.
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