Suchergebnisse

Prologue : the good life and the Yugoslav dream -- Introduction : getting it : making sense of socialist consumer culture -- Living it : Yugoslavia's economic miracle -- Making it : building a socialist brand of market culture -- Selling it : legitimizing the appeal of market culture -- Fearing it : the values of Marxism and the contradictions of consumerism -- Taming it : the party-state establishment and the perils of pleasure -- Fighting it : New Left attacks on the consumerist establishment and the Yugoslav dream -- Loving it : ordinary people, everyday life, and the power of consumption -- Needing it : the eclipse of the dream, the collapse of communism, and the death of Yugoslavia -- Epilogue : missing it : Yugo-nostalgia and the good life lost

Intro -- Contents -- Acknowledgments -- A Note on Archival Sources -- Prologue The Good Life and the Yugoslav Dream -- Introduction Getting It -- 1 Living It -- 2 Making It -- 3 Selling It -- 4 Fearing It -- 5 Taming It -- 6 Fighting It -- 7 Loving It -- 8 Needing It -- Epilogue -- Selected Bibliography -- Index.

Beginning in the 1950s, advertising and marketing specialists in Yugoslavia campaigned aggressively to change public and official perceptions of their work. By casting commercial promotion in terms of categories already established as legitimate in the ideology of Yugoslav socialism, the industry gradually naturalized advertising and marketing, transforming them from suspect capitalist practices into apparent necessities of progressive, rational production and distribution. Although the rhetoric used in this campaign consistently appealed to socialist values, in practice Yugoslav advertising and marketing were largely based on Western models. Yugoslav commercial promotion was only superficially "socialist advertising"; practitioners' arguments tended to obscure the true qualities of the industry.

In this article Patrick Patterson offers new perspectives on the critique of Balkanist discourse elaborated recently by Maria Todorova and others. Examining Slovenian, Austrian, and Italian commentary on contemporary southeastern Europe, Patterson concludes that Slovenia's "western" neighbors did not wholeheartedly embrace the campaign by some influential Slovenes to distance their society from other, purportedly "Balkan," Yugoslavs. Although Balkanism marked the discourse of all three countries, Italian and Austrian opinion often rejected important implications of the Slovenes' exceptionalist rhetoric. Ultimately, the internal dynamics of Austrian and Italian identity and political culture trumped the Balkan - ist logic behind Slovenes' claims to a uniquely "central European" character. Moreover, even in Slovenian sources, Balkanist rhetoric proved less dominant and consistent than the prevailing critique admits. Accordingly, that critique, which treats Balkanism as a rigid, uniform, pervasive, and virtually inescapable "power discourse" of hegemony, should be revised to account for forces that may limit or subvert its power.