Споживання в радянському місті у 1920–1930-х роках: між ідеологією та повсякденністю

Abstract

У дослідженні розглядаються проблеми споживання в радянському місті у 1920–1930-х роках, які знаходилися на перетині ідеології та повсякденного життя. Звертається увага на типові риси споживання цього періоду, серед яких були дефіцит товарів, незадовільний асортимент та якість. Аналізуються місце держави в його регулюванні та ідеологічному впливі на споживача. Встановлено, що в умовах становлення тоталітарного ладу нові практики споживання містян стали формою пристосування і протистояння ідеологічним догмам.

The article touches upon the issue of consumption in Soviet city in 1920–1930s, which was connected with ideology and everyday life. Special attention is paid to the theoretical concept of “consumption”, its understanding by communist ideologists and authorities as well. It is spoken about the typical features of the consumption practices of this period, especially shortage of goods, their bad assortment and quality. The place of state in regulation of the consumption and ideological influence on consumer is analyzed. It is discovered that mass consumption was directed on the attainment the collective progress, but not on the satisfying of the individual needs. It is studied the consumer basket of different social groups of Soviet cities. Much attention is given to the investigation of the transformation process of the urban space of the early Soviet society in the investigated period. The article gives detailed analysis of new spaces of Soviet consumption such as univermags and cooperatives. It was the univermags that became the “face” of Soviet retail trade and place of satisfying consumer’s demands. At the same time the Soviet authorities actively used the old spaces of consumption putting them to the system of state retail trade. It should be noted about those cities as Kharkiv, Dnipropetrovs’k, and Mykolaiiv that were better satisfied with goods than others Ukrainian urban centers. It is discovered that during 1920s the consumer was important figure in the system of retail trade, because of existed competition between state and private trade. It is stressed that some of the consumption problems from 1920–1930s became the chronic features of Soviet every day life in the next decades. At the same time Soviet authorities emphasized on temporality of difficulties in satisfying the people’s needs. The author comes to conclusion that in the conditions of the formation of totalitarian regime the new consumption practices of town peoples became the important form of adaptation and confrontation to the ideological dogmas.