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EN
The article reflects on the relationship between social sphere (social standing) and cultural configurations such as tastes, practices and consumption orientations. It is raised a problem whether traditional sociological concepts (e.g. social position, class membership or status) are still relevant to a description of cultural differentiation or otherwise differences in cultural taste and consumption are losing their grounding in social stratification. As a point of departure three main arguments concerning the relationship between social structure and cultural variables were considered: i.e. a) ‘homology’ argument, b) ‘individualisation’ or ‘neotribalism’ argument, and c) ‘omnivorousness’ argument. The relevance of structuralist approach to consumption is considered from the point of view of Pierre Bourdieu’s social theory. Contrary to some current theories of mass or postmodern culture, the results of analysis sustain the view that traditional social cleavages (including social class) still play an important role in structuring consumption and lifestyles. Consumption and culture serve as a consequential site for the reproduction of social divisions, inequalities and domination.
EN
Using the archival documents and personal interviews as historical sources, this essay analyzes the ideological problems of advertising international tourism in the main travel agencies of the Soviet Union during the Brezhnev era, 1964-84. These agencies, Inturist, a Tourist Department of the Soviet Trade Unions and a Communist Youth League's organization Sputnik, encountered problems with advertising from the early beginning of their history. In the 1960s and the 70s they created special departments responsible for propaganda and advertising or advertising and mass media in Inturist. On the one hand, these tourist agencies had to provide interesting information to attract more Soviet and foreign tourists and more financial sources. On the other hand, the most attractive elements in advertising Soviet tourism were various national elements of different Soviet nationalities, including their costumes, music and handicrafts. As a result, such efforts exposed the limits of Soviet cultural homogenization project during the stage of developed socialism. In practice, it led to serious problems for the representatives of the Soviet tourist agencies in foreign countries. The most dangerous problem was nationalism. The essay explores how the problems of national identity were tied to advertising Soviet Union travel to foreign tourists as a new strategy of the Soviet tourist agencies during late socialism before perestroika. Despite strict KGB and ideological regulations, new 'national' forms of advertising such as folk music survived after 1984 and contributed to expansion of tourism, which brought increased profits and influence to the leaders of the local tourist agencies.
EN
In this article we use survey data to test three arguments on the relationship between social stratification and the way of life (including cultural consumption): „homology“, „individualisation“ and „omnivore – univore“ arguments. The conclusion of our analysis is the relationship of social stratification and the way of life (including cultural consumption) in Slovak society is currently best characterized by the class homology argument. Thus, it can be said that members of basic social classes as well as people with different socio-economic status live by separate, different ways of life, which also include different ways of their cultural consumption. It can reasonably be assumed that the different ways of life of members of social classes and status groups not only share their specific characteristics but also contribute to the definition of their social position (including the definition of symbolic boundaries between them) and their interrelations in the system of class and status order of the Slovak society.
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