Tarbimise ja eneseväljenduse seosed (Eesti venekeelsete noorte näitel)

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dc.contributor.advisorKeller, Margit, juhendaja
dc.contributor.authorPopova, Anastassia
dc.contributor.otherTartu Ülikool. Sotsiaalteaduskondet
dc.contributor.otherTartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituutet
dc.date2009
dc.date.accessioned2010-10-21T08:05:09Z
dc.date.available2010-10-21T08:05:09Z
dc.date.issued2009
dc.descriptionThis 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.en
dc.description.urihttp://www.ester.ee/record=b4037273~S1*est
dc.formatapplication/pdf
dc.formatapplication/pdf
dc.formatapplication/pdf
dc.identifierhttp://mail.jrnl.ut.ee:8080/432/2/Intervjuude_transkriptsioonid.pdf
dc.identifierhttp://mail.jrnl.ut.ee:8080/432/3/kollaazhid.pdf
dc.identifierPopova, Anastassia (2009) TARBIMISE JA ENESEVÄLJENDUSE SEOSED (EESTI VENEKEELSETE NOORTE NÄITEL). Masters thesis, Tartu Ülikool.
dc.identifier.urihttp://hdl.handle.net/10062/15824
dc.publisherTartu Ülikoolet
dc.relationhttp://mail.jrnl.ut.ee:8080/432/
dc.subjectH Social Sciences (General)
dc.subject.othertarbimineet
dc.subject.othertarbimiskultuuret
dc.subject.othernooredet
dc.subject.othervenelasedet
dc.subject.othereneseväljenduset
dc.subject.otherEestiet
dc.subject.othermagistritöödet
dc.titleTarbimise ja eneseväljenduse seosed (Eesti venekeelsete noorte näitel)et
dc.typeThesisen
dc.typeNonPeerReviewed

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