| ID | 122824 |
| Title Proper | Performing new values |
| Other Title Information | fashion brands in post-socialist Bulgaria |
| Language | ENG |
| Author | Ermann, Ulrich |
| Publication | 2013. |
| Summary / Abstract (Note) | In post-socialist societies, marketing and consumption play a crucial role for what is regarded as value. Assuming 'consumer capitalism' as an important feature of the neoliberal project, I argue that marketing theories and practices produce market societies in Eastern and Central Europe. To highlight the reflexive adaptation of 'consumer capitalism' by producers, marketers and consumers, this essay discusses fashion brand promotion in Bulgaria. The case studies illustrate how the transformation of modes of valuation can be understood as a process of performative modernisation and marketisation. It appears that the 'local' adjustment of 'global' concepts of marketing and consumption leads to new formations of value in spatial, temporal and subjective terms. |
| `In' analytical Note | Europe-Asia Studies Vol. 65, No.7; Sep 2013: p.1344-1363 |
| Journal Source | Europe-Asia Studies Vol. 65, No.7; Sep 2013: p.1344-1363 |
| Key Words | Consumer Capitalism ; Neoliberal Project ; Central Europe ; Eastern Europe ; Bulgaria ; Modernisation ; Marketisation |