Consumer Culture, Branding and Identity in the New Russia: From Five-year Plan to 4x4

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Routledge, 14 апр. 2016 г. - Всего страниц: 200

As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular.

Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future.

Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.

 

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Содержание

Introduction
1
Reenchanting the retail experience
10
Imagining the male body in contemporary Russian advertising
45
Labels logos locations
81
Brands and branding on social media in the new Russia
115
Afterword or the cautionary tale of Diana Lada Myusya and Vlad
154
References
156
Index
193
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Об авторе (2016)

Graham H. Roberts teaches Russian Studies and International Business at the University of Nanterre (Paris Ouest). He is a member of the CECILLE research centre at the University of Lille 3, and an associate member of the REGARDS research centre at the University of Reims Champagne-Ardenne

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