This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.

Sales Tours or How Czech Seniors Learned to Love Capitalism

Sales tours or how czech seniors learned to love capitalism


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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