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"Patterson, Patrick Hyder"
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Bought and Sold
Yugoslavia was unique among the communist countries of the Cold War era in its openness to mixing cultural elements from both socialism and capitalism. Unlike their counterparts in the nations of the Soviet Bloc, ordinary Yugoslavs enjoyed access to a wide range of consumer goods and services, from clothes and appliances to travel agencies and discotheques. From the mid-1950s onward the political climate in Yugoslavia permitted, and later at times encouraged, a consumerist lifestyle of shopping, spending, acquiring, and enjoying that engaged the public on a day-to-day basis through modern advertising and sales techniques. InBought and Sold, Patrick Hyder Patterson reveals the extent to which socialist Yugoslavia embraced a consumer culture usually associated with capitalism and explores the role of consumerism in the federation's collapse into civil war in 1991.
Patterson argues, became a land where the symbolic, cultural value of consumer goods was a primary factor in individual and group identity. He shows how a new, aggressive business establishment promoted consumerist tendencies that ordinary citizens eagerly adopted, while the Communist leadership alternately encouraged and constrained the consumer orientation. Abundance translated into civic contentment and seemed to prove that the regime could provide goods and services equal to those of the capitalist West, but many Yugoslavs, both inside and outside the circles of official power, worried about the contradiction between the population's embrace of consumption and the dictates of Marxist ideology. The result was a heated public debate over creeping consumerist values, with the new way of life finding fierce critics and, surprisingly for a communist country, many passionate and vocal defenders.
eBook
The Prague Spring and the Big Chill: the marketing moment in communist Czechoslovakia
Purpose
– This paper aims to analyze an important series of events in the history of marketing in socialist Europe and the internationalization of marketing thought and practice. Examining the reception of the marketing concept in communist Czechoslovakia, the study shows the effective blockage of the implementation of marketing approaches by orthodox communist authorities. The paper demonstrates the distinctiveness and importance of the Czechoslovak case and provides a basis for integrating that experience into the larger history of marketing under socialism.
Design/methodology/approach
– The paper is based on an extensive review of the most relevant Czech and Slovak primary sources including trade journals, manuals and textbooks in marketing and related fields, party and government documents and statements on commercial issues, and other important professional literature on domestic commerce.
Findings
– The paper provides insights into the use of communist political power to suppress the use of marketing as contrary to the social and ideological goals of socialism. It identifies the rise of marketing approaches during a brief “marketing moment” following market-oriented economic reforms in 1965 and lasting through the “Prague Spring” of 1968. Following the restoration of orthodox communist control, new policies of “normalization” dictated the decline of marketing, which returned to its earlier status of near-invisibility. The suppression of marketing thought and practice lasted until the end of communist rule in 1989.
Originality/value
– This paper analyzes an unexamined case of marketing in a socialist society and places the case in broader comparative context.
Journal Article
On the Edge of Reason: The Boundaries of Balkanism in Slovenian, Austrian, and Italian Discourse
In this article Patrick Patterson offers new perspectives on the critique of Balkanist discourse elaborated recently by Maria Todorova and others. Examining Slovenian, Austrian, and Italian commentary on contemporary southeastern Europe, Patterson concludes that Slovenia's “western” neighbors did not wholeheartedly embrace the campaign by some influential Slovenes to distance their society from other, purportedly “Balkan,” Yugoslavs. Although Balkanism marked the discourse of all three countries, Italian and Austrian opinion often rejected important implications of the Slovenes' exceptionalist rhetoric. Ultimately, the internal dynamics of Austrian and Italian identity and political culture trumped the Balkan - ist logic behind Slovenes' claims to a uniquely “central European” character. Moreover, even in Slovenian sources, Balkanist rhetoric proved less dominant and consistent than the prevailing critique admits. Accordingly, that critique, which treats Balkanism as a rigid, uniform, pervasive, and virtually inescapable “power discourse” of hegemony, should be revised to account for forces that may limit or subvert its power.
Journal Article
Bought & sold
Intro -- Contents -- Acknowledgments -- A Note on Archival Sources -- Prologue The Good Life and the Yugoslav Dream -- Introduction Getting It -- 1 Living It -- 2 Making It -- 3 Selling It -- 4 Fearing It -- 5 Taming It -- 6 Fighting It -- 7 Loving It -- 8 Needing It -- Epilogue -- Selected Bibliography -- Index.
Book
Food Chains
In recent years, the integrity of food production and distribution has become an issue of wide social concern. The media frequently report on cases of food contamination as well as on the risks of hormones and cloning. Journalists, documentary filmmakers, and activists have had their say, but until now a survey of the latest research on the history of the modern food-provisioning system-the network that connects farms and fields to supermarkets and the dining table-has been unavailable. InFood Chains, Warren Belasco and Roger Horowitz present a collection of fascinating case studies that reveal the historical underpinnings and institutional arrangements that compose this system. The dozen essays inFood Chainsrange widely in subject, from the pig, poultry, and seafood industries to the origins of the shopping cart. The book examines what it took to put ice in nineteenth-century refrigerators, why Soviet citizens could buy ice cream whenever they wanted, what made Mexican food popular in France, and why Americans turned to commercial pet food in place of table scraps for their dogs and cats.Food Chainsgoes behind the grocery shelves, explaining why Americans in the early twentieth century preferred to buy bread rather than make it and how Southerners learned to like self-serve shopping. Taken together, these essays demonstrate the value of a historical perspective on the modern food-provisioning system.
eBook
Making Markets Marxist?
As revealed in the new historiography of modern business and agricultural production, the food chains that linked farms, factories, stores, and shoppers in Western Europe and North America became increasingly intricate during the twentieth century: farming was industrialized, commodities optimized, processing Taylorized, products specialized, distribution rationalized, advertising customized, retailing standardized. In addition, with the growing movement of capital, corporations, commodities, and technologies across state borders, the system as a whole was, at least in some respects, globalized. Plenty of local variety remained, to be sure, as such innovations were introduced to different degrees at different times and in different places.
Book Chapter
