Tarbimise ja eneseväljenduse seosed (Eesti venekeelsete noorte näitel)
Date
2009
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
This MA thesis aims to explore the relationship between consumption and selfexpression
as perceived by Russian-speaking Estonian youth. I focus my study on the
relationship between consumption and self-expression in general, as well as the
connection between consumption and nationality in particular. The goal of this thesis was
to explore the categories of commodities perceived as important in terms of selfexpression,
the relationship between brands and self-expression as well as the meanings
commodities are given in young people’s lives. An important research question
concerned Russian-speaking youth’ perception of their opportunities as consumers and
the level of equality of said opportunities compared to ethnic Estonians.
The theoretical framework of my research is based on consumer society related works by
such authors as Don Slater, Pierre Bourdieu, Jean Baudrillard, Thornstein Veblen, Grant
McCracken, etc. as well as the research carried out at the Institute of Journalism and
Communication of the University of Tartu (especially the PhD thesis of Margit Keller).
The empirical data for my research was collected in the spring of 2008 in Tartu during 12
in-depth interviews with Russian-speaking Tartu University students aged 20-25.
Based on my findings, I can conclude that commodities with the most self-expression
potential are different kinds of conspicuous objects that are able to communicate owner’s
identity and/or status. It was interesting to discover that Russian-speaking young people
show a lot of criticism towards brands, especially luxury brands and especially
Dolce&Gabbana which is perceived as the epitome of everything that causes frustration
for young people in regard to brands. Popular luxury brands are associated with
exhibitionism, pointless waste of money and desire to look better in term of one’s
personal qualities as well as one’s social position or status. I can also conclude that
Estonian consumer culture helps to construct one’s social or cultural identity rather than
national identity. Nationality is not seen as an obstacle in participating in consumer
culture.
Keywords
H Social Sciences (General)