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Consumption and Advertising in Eastern Europe and Russia in the Twentieth Century Magdalena Eriksroed-Burger full chapter instant download
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Consumption and
Advertising in Eastern
Europe and Russia in
the Twentieth Century
Edited by
Magdalena Eriksroed-Burger
Heidi Hein-Kircher
Julia Malitska
Consumption and Advertising in Eastern Europe
and Russia in the Twentieth Century
Magdalena Eriksroed-Burger ·
Heidi Hein-Kircher · Julia Malitska
Editors
Consumption
and Advertising
in Eastern Europe
and Russia
in the Twentieth
Century
Editors
Magdalena Eriksroed-Burger Heidi Hein-Kircher
University of Bamberg Herder Institute
Bamberg, Germany Marburg, Germany
Julia Malitska
Södertörn University
Huddinge, Sweden
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer
Nature Switzerland AG 2023
This work is subject to copyright. All rights are solely and exclusively licensed by the
Publisher, whether the whole or part of the material is concerned, specifically the rights
of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on
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retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology
now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc.
in this publication does not imply, even in the absence of a specific statement, that such
names are exempt from the relevant protective laws and regulations and therefore free for
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The publisher, the authors, and the editors are safe to assume that the advice and informa-
tion in this book are believed to be true and accurate at the date of publication. Neither
the publisher nor the authors or the editors give a warranty, expressed or implied, with
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This Palgrave Macmillan imprint is published by the registered company Springer Nature
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Preface
The opening of the first McDonalds branch in 1990 and the fast-food
company’s withdrawal from Russia in the early summer of 2022, as well
as the opening of the “Russian McDonalds” just a few weeks later, were
events, which attracted a lot of media attention worldwide. The opening
of the Moscow branch of McDonalds in particular was an expression of
the “consumer revolution” that had begun to take shape in the late Soviet
Union. Indeed, the Russian counter-project of 2022 contained a political
message that consumption in Russia was not endangered by the Russia’s
full-scale war in Ukraine. This illustrates how important consumerism
has become for modern and globalized societies and that consumption
and consumerism are important political issues, while related advertising
reflected current social and individual (self-)perceptions.
Consumerism and advertising have become key characteristics of
modernity. Consumption as a cultural practice did not just start with
the fall of the “Iron Curtain”. In the continental empires, consumer
behaviour and thus also advertising developed under conditions of multi-
ethnicity and multiculturality with the onset of socio-economic modern-
ization as early as in the nineteenth century. The emergence of the
nation-states in Eastern Europe and the establishment of the Soviet
Union had a particular impact on these cultural practices of (collective)
self-representation through consumer behaviour.
In Consuming and Advertising, we scrutinize these processes in a
transnational perspective and contribute to the understanding of the
v
vi PREFACE
vii
Contents
Introduction
Consuming and Advertising in Eastern Europe and Russia
in the Twentieth Century: Introductory Remarks 3
Magdalena Eriksroed-Burger, Heidi Hein-Kircher,
and Julia Malitska
ix
x CONTENTS
Concluding Comment
Consuming and Advertising in Eastern Europe:
Concluding Commentary and Research Perspectives 267
Kirsten Bönker
xi
xii NOTES ON CONTRIBUTORS
xvii
xviii ABBREVIATIONS
xix
xx LIST OF FIGURES
»Minkä tähden?»
»Sen tähden, että Horringford Egyptissä ja Horringford
Englannissa ovat kaksi hyvin erilaista ihmistä. Tiedän sen — koska
olen sen nähnyt. Se on vain ajatus; se saattaa luonnistua. Joka
tapauksessa kannattaa koettaa.»
Neiti Craven istui yksin Towersin kirjastossa. Hän oli lukenut, mutta
kirja ei ollut jaksanut kiinnittää hänen mieltään ja virui nyt
lukemattomana hänen sylissään, samalla kun hän oli vaipunut syviin
aatoksiin.
»Se ei ole itseni tähden; Jumala tietää, ettei se ole itseni tähden»,
supatti hän ikäänkuin puolustellen. Sitten hän pinnisti voimiaan, sai
mielenliikutuksensa hillityksi ja yritti uudelleen kirjoittaa. Mutta
pantuaan paperille viisi tai kuusi sanaa hän nousi maltittomana
pystyyn, rypisti paperin kädessään, meni takan luokse ja heitti sen
loimuavien halkojen sekaan.