Publisher Description

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. In Bought 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. Based on extraordinary research and featuring remarkable examples of Yugoslav print advertising and mass culture, this book reconstructs in often dramatic detail the rise of a culture in which shoppers' desires trumped genuine human needs.Yugoslavia, 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. Patterson argues that consumerism was one of the critical factors that held the multiethnic society together during the years of the Yugoslav "Good Life" of the 1960s and 1970s.With the economic downturn of the 1980s, however, the reliance on expanding consumerism ultimately led to bitter disillusionment, stripping the unique Yugoslav model of its legitimacy and priming the populace for mutual resentment, ethnic conflict, and war.

Author Biography

Patrick Hyder Patterson is Assistant Professor of History at the University of California, San Diego.

Table of Contents

Prologue. The Good Life and the Yugoslav Dream Introduction. Getting It: Making Sense of Socialist Consumer Culture 1. Living It: Yugoslavia's Economic Miracle 2. Making It: Building a Socialist Brand of Market Culture 3. Selling It: Legitimizing the Appeal of Market Culture 4. Fearing It: The Values of Marxism and the Contradictions of Consumerism 5. Taming It: The Party-State Establishment and the Perils of Pleasure 6. Fighting It: New Left Attacks on the Consumerist Establishment and the Yugoslav Dream 7. Loving It: Ordinary People, Everyday Life, and the Power of Consumption 8. Needing It: The Eclipse of the Dream, the Collapse of Socialism, and the Death of Yugoslavia Epilogue. Missing It: Yugo-Nostalgia and the Good Life Lost Selected Bibliography Index

Review

"Patterson captures the scale and shape of the buying, the power of advertising, and the effect of Yugoslav guest workers returning from capitalist consumer societies. He also chronicles the misgivings about consumer culture felt in some parts of society and their efforts to tame and then fight the values that came with the goods. Nonetheless, consuming held the country together. When the economic crisis hit in the 1980s, the good life dissipated, and Patterson maintains that the loss of that source of legitimacy did as much to sunder the country as the rise of ethnonationalism."-Robert Legvold, Foreign Affairs (September/October 2012) "In this sophisticated yet readable analysis, Patterson argues that a culture of consumption was utterly central to the socialist experiment in Yugoslavia... In a nation whose peoples held varied ethnic and religious identities, these consumer-driven aspirations constituted an integral element of cohesion in a society vulnerable to disaggregation... Having addressed how consumer culture was crucial to the success of the Yugoslav sociopolitical experiment, Patterson ultimately demonstrates the centrality of consumer culture to that state in another way: its demise, when declining economic prospects convinced many Yugoslavs that their 'dream' was no longer attainable. Summing Up: Highly recommended."-Choice (1 September 2012) "Bought and Sold is a splendid historical achievement that uncovers the lost realities of a lost country, and makes clearly visible a large part of what Yugoslavia was. Beautifully written and produced expertly by Cornell University Press, the book is bound to radically change and improve not just our understanding of the former Yugoslavia's consumer culture, but also our appreciation of the multi-dimensional reality of that vanished country."-Gordana P. Crnkovic, Slavic and East European Journal (Fall 2013) "In Bought and Sold, Patrick Hyder Patterson shows that Yugoslavia displayed styles and levels of consumerism associated with Western capitalism, but generated within an identifiably socialist system. Patterson uses this unique contradiction to consider not just what consumerism meant for the Yugoslavs, but what Yugoslavia's experiences have to say about the relations between Western capitalism and the socialist systems; between consumption and politics under socialism; and about the dynamics of consumer societies more generally."-Wendy Bracewell, UCL School of Slavonic and East European Studies, author of The Uskoks of Senj "In Bought and Sold, Patrick Hyder Patterson addresses a significant issue in the history of the former Yugoslavia, showing the attractions of Yugoslav consumerism as well as its fatal flaws."-John R. Lampe, University of Maryland, author of Yugoslavia as History "Patrick Hyder Patterson, who belongs to a new coterie of historians who are reexamining previous assumptions about Cold War Eastern Europe, shows us that it is impossible to separate the socialist from the consumerist. Tracking the Yugoslav Dream from its heyday to its demise, Patterson reveals that the dream was unsustainable, turning the Balkan landscape from one rife with Italian shoes and German gadgets to ethnic conflict and widespread violence."-Paulina Bren, Vassar College, author of The Greengrocer and His TV: The Culture of Communism after the 1968 Prague Spring "Whether one wants to wallow joyously in Yugo-nostalgia or flee the unending distortions of wartime propaganda, read this book. Patrick Hyder Patterson's deeply researched and insightful study of the consumerist core of market socialism is a compelling demonstration of why we need historians and why one does not need ethnonationalism to explain Yugoslavia's collapse."-Susan L. Woodward, The Graduate Center, City University of New York, author of Balkan Tragedy "Incredibly well researched and interesting, this book gives the reader insight into a country that disappeared with violence that stunned the world. Even more, by writing about the rise and fall of the Yugoslav Dream and the role consumerism played in it, Patrick Hyder Patterson presents a possible reason for the collapse of Yugoslavia."-Slavenka Drakulic, author of A Guided Tour Through the Museum of Communism and Cafe Europa

Long Description

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 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. In Bought 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. Based on extraordinary research and featuring remarkable examples of Yugoslav print advertising and mass culture, this book reconstructs in often dramatic detail the rise of a culture in which shoppers' desires trumped genuine human needs. Yugoslavia, 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. Patterson argues that consumerism was one of the critical factors that held the multiethnic society together during the years of the Yugoslav "Good Life" of the 1960s and 1970s. With the economic downturn of the 1980s, however, the reliance on expanding consumerism ultimately led to bitter disillusionment, stripping the unique Yugoslav model of its legitimacy and priming the populace for mutual resentment, ethnic conflict, and war.

Review Quote

"Whether one wants to wallow joyously in Yugo-nostalgia or flee the unending distortions of wartime propaganda, read this book. Patrick Hyder Patterson's deeply researched and insightful study of the consumerist core of market socialism is a compelling demonstration of why we need historians and why one does not need ethnonationalism to explain Yugoslavia's collapse."-Susan L. Woodward, The Graduate Center, City University of New York, author of Balkan Tragedy

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