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Regular version of the site

Article

Что политического в потреблении?

Экономическая социология. 2018. Т. 19. № 1. С. 168-187.
Решетеева Р. И.

The author explores the discussion about political consumerism in modern society and offers a broader approach to the politics of consumption from a historical perspective. After the cultural turn in consumption studies, the development of political consumerism as a new analytical framework has become a productive step forward for deeper understanding of consumption and the notion of the consumer. In particular, this paper reviews the main reasons for the emergence of an economic understanding of consumption and how this understanding has led to an opposition between politics and consumption. The theory of political consumerism softened the antagonis- tic relations between the passive and self-interested consumer and the ac- tive citizen who cares about social prosperity. According to this approach,

consumption is a new creative form of political participation during the societal shift to more post-materialist values and increasing demand for individual autonomy. Consumers use markets as an alternative arena for political action, where their purchasing power becomes a tool for restoring social justice without government intervention. However, the author argues that the theory of political consumerism is too linear and too narrow a framework for analyzing the variety involved in the politics of consumption. The politics of consumption re ect the dynamics of the relationship between the state and its citizens. The notion of the consumer is shaped not only by the market economy, but also by the directive power and interests of the state. Based on historical evidence from different countries, this paper shows the proliferation of genealogies of consumerist policy and the understandings of the citizenship norms represented by consumers.