Opór wobec konsumpcjonizmu na przykładzie dyskursu o mundurkach szkolnych i strojach komunijnych.
Resistance to consumerism on the example of the discourse on school uniforms and communion costumes.

Summary/Abstract: This article is a part of a critical perspective analysis of modern society. The author is convinced that such choice of the research problem: discourse about school costumes and first communion costumes, may help to understand the processes of social change taking place in Poland for at least twenty-five years. The article is an attempt to show the symptoms of anti-consumerist attitudes in the Polish society on the examples of the discourse about school costumes and first communion costumes. The theoretical frames in which the author puts his analysis are composed by notions created by Rolandes Barthes and Pierre Bourdieu. By implementing a discourse analysis in some texts chosen from Internet, the author shows three types of arguments used by opponents and followers of uniform costumes: utility, aesthetic and ideological. The author claims that some of the analyzed statement of followers of uniform costumes could be interpreted as an element of opposition, although they don’t use the term “consumerism”. All arguments referring to redundancy of rich and varied costume which are available only for more wealthy families suggest a connection of such discourse with resistance against consumerism.

• Details
• Contents