Разкази за и образи на социалистическото потребление (изследване на визуалното конструиране на консумативната култура през 60-те години в България)
Narratives and images of socialist consumption (study of the visual construction of consumption culture in the 1960s in Bulgaria)

Summary/Abstract: The article is focused on consumer culture in Bulgaria in the 60s. Consumer culture is seen as an effect of the process of modernization, which creates the conditions for mass-production and mass-participation in consumption. If socialism would be perceived as an alternative modernization project, some sort of “socialist style consumer culture” (Khrusht-shev) is likely to accompany it. The analysis is focused on the ideological construction of consumption in texts and images. The main hypothesis is that we can reconstruct a visual narrative diverging from the literary one, and thus to analyze the optical unconscious of ideology. The article argues that it is the image that fissures the language-centered ideology producing an unexpected consumer culture independent of socialist style.

• Details
• Contents