Post on 09-Mar-2016
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Alternative Rationalities, Strange Dreams, Absurd UtopiasWritten by Ina Merkel
Alexander WangDanny MelilloTanner Co
The Socialist Economy Focus on the group instead of the individual
Society of Shortage
Planned economy
Each according to his needs
Consumer Wants and Needs
Not completely anti-hedonistic Diluted dreams compared to the West Culture had focus on hard work Wants and needs shaped by the government Advertising played a role
A Society of Shortages
Conflicts with Western ideology Doesnt work with supply and demand
Focus on what is available Consumers influenced by the government Problem solving and adaptability
The Use of Advertising Used by government to influence the
masses Show desirable products, not
necessarily brands Shaping wants and needs
Living purposeful and beautiful | Plastic
Consumption and Reason: The Planning of Needs
A pillar of the socialist economic system was the concept that needs, and hence production, could be systematically planned out.
Result would be concisely planned production, allowing for minimal wasted resources (Output = development cost)
Price stability was the main criteria for demonstrating how the socialist system was superior, it was determined that consumer need should be scientifically quantified.
This led to the creation of the Institute of Needs Research, with key areas of study being influence on production, and the education of needs
Consumption and Reason: The Planning of Needs Questionnaires sought to guide consumer needs to be in line with socialist
living and consumer habits Contrast to capitalist market research Political pressure exerted on retailers regarding pricing, discouraging
competition and negating the influence of pricing on consumer decisions. Sociological insights gained were more valuable (living standards across
classes, preferences of varied consumer groups, etc) Showed how the people of the GDR really felt, ignoring ideology
Consumption and Reason: The Planning of Needs Shift in questions from being primarily consumption based to lifestyle based,
a result of the utopian concept of socialist lifestyle Consumer policy expressed via social policy (via distribution) Production focused on longevity and standardization Intent was to have personal distinction not stem from material wealth
(reducing prestige consumption)
Consumption and Reason: The Planning of Needs 1971 study from the Institute found that consumer habits and lifestyle only
change over a very long period of time, with socialist goals failing to intertwine with the needs of society
Policymakers believed that this resistance was just lingering capitalistic habits, and concluded that they needed to have a constant influence on the development of consumer desire
The Charm of Everyday Life: Leitmotifs in Advertising Until the 1970s there were lively and creative advertisements present in GDR Competitive advertising wasnt present, and the rejection of free-shopping
culture caused some controversy and mixed opinions Advertising helps create false needs, which was accepted in the West in
order to stimulate consumption Socialist advertising sought to guide customer habits, telling their people
what is good for them
The Charm of Everyday Life: Leitmotifs in Advertising The Ministry for Trade and Supply created a department focusing on
advertisements and the design of shop windows, desiring increased attention for socialist economics
Wanted to advertise the effectiveness of the peoples economy opposed to competing products
Was used as a tool to regulate the market, advertising goods in abundance and deterring consumers from scarce goods
Used health propaganda as a tool
The Charm of Everyday Life: Leitmotifs in Advertising In 1959, they started broadcasting advertisements via television Advertising being used as political propaganda, to battle Western influence A report in 1962 changed peoples perception, displaying how much money
was being wasted on ads with no clear payoff, portraying socialist advertising as a waste
Advertising expenditures cut by 50%
The Charm of Everyday Life: Leitmotifs in Advertising Advertisements meant to portray socialist lifestyle focused on positive
imagery, scenes of leisure, joyful workers, etc. A main critique of GDR advertisers was their basis off of Western consumer imagery.
SED leaders came to see advertising as useless and even damaging
In 1975, the Council of Ministers essentially stopped most forms of advertising
The Worker State Life wholly defined by notion of the worker state
Synchronized workweek, specific gender roles and interfamilial structure Mass production and standardization of goods
Abundance of non-varied products Luxury items into the public sphere
In theory, this shift aligns with socialists ideals Merkel: To what extent did this materialize in real world?
Demographics & Socioeconomics Workers did not buy for luxury - modest income Some groups outside of work process Trendsetting margin searched for prestige
Not entirely disproportionate: These groups had longest working hours along with farmers
Mittelstandsgesellschaft - middle class society Workers on lower end of income class
Huge income discrepancy by: Geography, education, age, generation, gender
women 40% less free time than men did
Income Relations & Motivations Everyones [Western] aunts generosity
Access to goods and services shifted from saved income to connections Contradictory social effects -> de-differentiation vs. re-differentiation
Selbstgestaltung des Lebens - Self-design of life Creativity, resourcefulness, individuality, under
limited choice Self-actualization vs. esteem
Inspired not by social prestige, but by outlet for expression
Contradictory Ideals West German goods found their way over the Iron Curtain
Consumerism and underly psychology influenced by more than just isolated socialism Capitalist aspirations vs. Self-actualization ideals (material prosperity, social prestige, fashion) (leisure time to develop individuality, genuine relationships)
Impossible Situation: socialist utopia combined with real-life capitalism Dual failure: utopia never took hold while alienating dreams and ideals of public
Thank You!
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