This chapter explores what the movement toward consumerism meant for the making and unmaking of the Yugoslav experiment in reformist socialism and multiethnic comity. It shows how consumerism gave rise to a new New Class whose membership was predicated upon participation in a modern style of mass consumption, a complex of behaviors, tastes, and attitudes that in many respects resembled those seen in the classic Western sites of contemporary consumer society. It also considers how popular consumer culture, paired with the market culture cultivated by the new business elites, became a defining feature of Yugoslav daily life. Finally, it examines the nature of the consumerist New Class and its implications for the final stage of downturn and disillusionment in Yugoslavia caused by the contradictions of consumerism and the end of the Yugoslav Dream.
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