ФОРМИРОВАНИЕ ДЕМОНСТРАТИВНОГО ПОТРЕБЛЕНИЯ В СОВЕТСКИЙ ПЕРИОД ИСТОРИИ РОССИЙСКОГО ОБЩЕСТВА

Abstract

Objective of the study − analysis of the prerequisites for the formation of demonstrative consumption in modern Russian society that took place during the Soviet period of its development. Methodological basis of the research: a transdisciplinary scientific paradigm focused on overcoming disciplinary limitations and obtaining holistic scientific knowledge about the essence of demonstrative consumption in Russian society. Research result. The author traces the changes in the attitude to consumption and consumer behavior of the population from the pre-revolutionary period, when values and attitudes were dominant, genetically dating back to the ascetic socio-cultural code formed under the influence of the Orthodox religion, to the late Soviet one, characterized by the presence of double consumer standards among the mass stratum and representatives of the party-Soviet nomenclature. Showing how, in conditions of chronic commodity shortage, including artificially created, an association was formed between elite socio-status positions of the nomenclature and brand consumption, the author substantiates the rootedness of the practices of demonstrative consumption of modern Russians in the realities of the Soviet period with its double standards of consumption and ambivalent attitude to the official ideology that promoted household asceticism and labor ethos on the based on the reformatted traditional socio-cultural code.   Prospects of the study connected with the further study of demonstrative consumption in Russian society, especially in the era of global geopolitical transformations and sanctions policy, which entail the transformation of consumer behavior not only in Russian society, but throughout the world.