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作者 Mamut, Tatyana
書名 Persons in transition: Perestroika, marketing and the post-Soviet future
國際標準書號 9780549170730
book jacket
說明 307 p
附註 Source: Dissertation Abstracts International, Volume: 68-08, Section: A, page: 3446
Adviser: William F. Hanks
Thesis (Ph.D.)--University of California, Berkeley, 2007
Through a study of advertising and marketing practices in Russia between 2001 and 2005, the project answers the question: How did the shock therapy reforms create seemingly irrational and devastating economic behavior in the 1990s, and how is it that Russia now experiencing huge economic growth in the consumer sector of the economy?
Based on over 16 months of fieldwork at a major global ad agency and its largest multi-national client, the thesis examines how global marketing networks help establish social & cultural institutions that lay the groundwork for a functioning capitalist economy. Blending practice theory with political economy, the analysis shows that the Soviet social field, grounded in the belief of a stable Tomorrow's Day, was evacuated in 1992, leaving Russians initially disoriented and disembedded within a regime of chaotic, emergent capitalism. It demonstrates that a key factor for creating a functioning market system, and importantly for Russia, a consumer-based (versus a resource-driven) economy, is that of creating new forms of belief and personhood, particularly that of self-confident individualism. As persons are converted by myriad forces, including, crucially, marketing and advertising activity, people are disciplined into capitalist buying and working behavior, causing demand and rational market activity to grow
This work not only addresses theoretical concerns about globalization, agency, social change and practice theory, but it is also a serious anthropological intervention in contemporary economic theory since a main claim is that the two processes of economic transformation---perestroika (economic reform) and perestroiitysa (transformation of the self)---are co-constituted and must be examined in conjunction. It demonstrates that a theory of economic transformation is incomplete without serious attention to the processes that transform persons. Finally, this study argues for a social science that can account for processes that are interdependent and often unpredictable. It suggests an approach to shaping an understanding of human futures that embraces the necessary partiality of knowledge and the co-constitutive character of social phenomena
School code: 0028
DDC
Host Item Dissertation Abstracts International 68-08A
主題 Anthropology, Cultural
Economics, General
History, Russian and Soviet
0326
0501
0724
Alt Author University of California, Berkeley
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