배급과 욕망 사이에서: 1920년대 소비에트 러시아의 소비생활과 광고를 중심으로

Abstract

This study explores the general outlook of it under question and its meaning in the given period of the socialist regime, drawing upon the recent scholarship on consumption life in the first decade of the Soviet Union. Consumption life under consideration was closely associated with a wide range of changes, namely of political and economic hardship, all of which inevitably evolved from revolution, civil war, famine, epidemic, etc. The only way of obtaining the necessary goods in everyday life at the time was rationing system and limited private retail trade. Consumption life under the regime of the Soviet Russia was crucial problems that illustrate the conflicts between the socialist ideal and reality, government and society, and distribution and personal desire. The reason lies in the fact that consumption life serves as a criterion to determine the socialist modernity even in a society in which equality and collectiveness are proclaimed for its important social project and administration drive. During the interwar conjuncture period, consumerism led by America spread over the globe, and her counterpart, the Soviet Russia, which sought for anti-capitalism, also was trying to accomplish the index either of mass production or mass consumption. With these questions in mind, this article pays a special attention to those three actors centering around our research topic under consideration. First, it focuses on the soviet government which paradoxically stayed between the rationing system and private retail trade. Second, our focal points are placed on the makers of advertisement ("reklamo-constructor"), who played a significant role in producing competitive goods not only to win over other rivalry, but high quality of those manufactured products. Last, the public themselves, most of which were target for commercial advertisements, are examined. During the existence of entire period of the Soviet Union, and under these economic and social circumstances of on-going up and down of permission and prohibition of private retail trade, the common people had to rely on retailing trade to purchase necessary goods, which were provided by neither the state store nor cooperative store. For this right reason, the socialist government itself could not help but to be influenced from the general flow of mass production and mass consumption, both of which should have indeed been oriented toward socialist literally. Taken together, throughout this paper we try to flesh out the overall picture of the period, understanding the given time of consumption life was crucial one not just for the basic shaping of socialist regime, but building of identity of the Soviets.