Imagining the past, transforming the present: cultural recycling of the Soviet past in the discourse of conscious consumption
The article is focused on the “memories” of the “forgotten” Soviet past in the discourse of conscious consumption from the perspective of the concept of cultural recycling. The unclaimed past is recycled and acquires new material and symbolic value. In the course of cultural recycling, the Soviet past is desemantized and depoliticized, and thus becomes imaginary. Depending on the context, the Soviet is discursively transformed into eco-trend or family history and tradition. Through cultural recycling, it discursively transforms to the ecotrend and the family past. The pragmatics of recycling of the Soviet past in the discourse of conscious consumption is to fit zero-waste practices into the contemporary Russian context through their domestication and overcoming negative associations with late Soviet domestic practices. But in addition to commodifying the Soviet past and incorporating it into a new consumerist model, the discourse of conscious consumption redefines readers' relationship to this past, making it part of their personal present.
Keywords
cultural recycling,
conscious consumption discourse,
green consumption,
Soviet pastAuthors
| Sekushina Yulia A. | Institute of Russian Literature (the Pushkin House), Russian Academy of Sciences; European University at St. Petersburg | sekushina.yulya@gmail.ru |
Всего: 1
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