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Marketa Rulikova

In: Consumer Culture, Modernity and Identity

Chapter 10: Sales Tours or How Czech Seniors Learned to Love Capitalism

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Sales Tours or How Czech Seniors Learned to Love Capitalism
Sales tours or how czech seniors learned to love capitalism
MarketaRulikova
Introduction

This chapter examines how seniors in the Czech Republic have coped with the invasive entry of consumerist choices since the collapse of socialism in 1989–1990. While younger generations have eagerly embraced consumerism, it might be expected, in line with what has been termed continuity theory (Atchley, 1999), that seniors, who are most habituated to the old ways and more marginalized from an economically productive life, would struggle most dramatically with accepting new and unfamiliar norms. The demand conditioned under socialism for intergenerational solidarity within the family, in the form of pooling resources and providing in-kind assistance (mostly by seniors) to their offsprings’ families, has been gradually ...

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