Utilize este identificador para referenciar este registo: https://recil.grupolusofona.pt/handle/10437/6515
Título: Architectural representation of the socialist consumerist society: "Department Store Belgrade" in the self-governing socialism
Autores: Pesic, Mladen
Markovic, Iva
Palavras-chave: ARQUITETURA
ARCHITECTURE
SOCIALISMO
SOCIALISM
ESTABELECIMENTOS COMERCIAIS
COMMERCIAL ESTABLISHMENTS
CENTROS COMERCIAIS
SHOPPING CENTRES
CONSUMISMO
CONSUMERISM
JUGOSLÁVIA
YUGOSLAVIA
HISTÓRIA DA ARQUITETURA
HISTORY OF ARCHITECTURE
Data: 2013
Editora: Edições Universitárias Lusófonas
Resumo: The research is based on an examination of the emergence and development of the socialist consumerism in Yugoslavia which coincided with the political - economic strategy of the state by opening to the cultural codes of the West. Historic milestone in socialist Yugoslavia, in the process of shaping mass consumption in socialist society, coincided with the introduction of self-management in the 1950s. Idea was to use the mechanisms of the capitalism, within the socialist political system in order to create a modern consumer who enjoys shopping. Yugoslav modernist ("alternative") architecture super markets and shopping departments, during the late fifties and sixties, is conceived as a place of ambient visual experience. As a consequence, came a necessity for Yugoslavian trade companies to treat their sales areas (places) always updated with the contemporary tendencies in accordance with the latest architectural trends. One of the main goals of the research is to examine the role that architecture of department stores had after the economic reforms 1965th, and how it represented the market and social spending in socialist Yugoslavia. At the same time, paper would review the concept of organization and functioning of department stores, and to research whether the area of trade development within self-managed socialism, operated under a system agreed economy or market economy. The phenomenon of socialist department stores during sixties and seventies of the twentieth century, will be explained and explored using the example of enterprise ‘’Robna kuca Beograd’’(Department Store of Belgrade). The idea of their existence was focused on the Yugoslav socialist consumerism, because under socialism there was an awareness that the market system should be introduced, but that does not grow in the consumer capitalist ideology. The task of this research is to demonstrate how the architecture of department stores contributed to the formation of consciousness consumer society in socialist Yugoslavia and how this architectural symbol of trade promoted socialism as established social - political order.
Descrição: Revista Lusófona de Arquitectura e Educação
URI: http://hdl.handle.net/10437/6515
ISSN: 1646-6756
Aparece nas colecções:Revista Lusófona de Arquitectura e Educação nº 08-09 (2013)

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