Balkan Blues

Yuson Jung

Description

Balkan Blues explores how a state transitions from the collectivized production and distribution of socialism to the consumer-focused culture of capitalism. Yuson Jung considers the state as an economic agent in upholding rights and responsibilities in the shift to a global market. Taking Bulgaria as her focus, Jung shows how impoverished Bulgarians developed a consumer-oriented society and how the concept of "need" adapted in surprising ways to accommodate this new culture.

Different legal frameworks arose to ensure the rights of vulnerable or deceived consumers. Consumer advocacy NGOs and government officers scrambled to navigate unfamiliar EU-imposed models for consumer affairs departments. All of these changes involved issues of responsibility, accountability, and civic engagement, which brought Bulgarians new ways of viewing both their identities and their sense of agency. Yet these opportunities also raised questions of inequality, injustice, and social stratification. Jung's study provides a compelling argument for reconsidering of the role of the state in the construction of 21st-century consumer cultures.

Acknowledgements

Note on Transliteration and Translation

Introduction

1. Mente: Consumer Grievances

2. "Needs," Rights, and Protection

3. Consumer Activism?

4. Consumption as Civic Engagement

5. Consumer Politics after State Socialism

Epilogue: "Enough is Enough."—The Moral Commitment of the State

Appendix. Notes on Fieldwork: An East Asian Ethnographer in Eastern Europe

Bibliography

Index

Sujets

• HISTORY
• Civic engagement
• Post-Soviet states
• Ethnography
• General officer
• Globalization
• Social class
• Socialism
• Social sciences
• History of Europe
• Consumer
• Consumption
• Bulgaria
• Anthropology
• General
• Märket
• Balkans
• Europe
• Bulgarie

Informations

• Publié par: Indiana University Press
• Date de parution: 01 février 2019
• Nombre de lectures: 0
• EAN13: 9780253036728
• Langue: English

Extrait

BALKAN BLUES
NEW ANTHROPOLOGIES OF EUROPE
Michael Herzfeld, Melissa L. Caldwell, and Deborah Reed-Danahay, editors
BALKAN BLUES
Consumer Politics after State Socialism
YUSON JUNG
INDIANA UNIVERSITY PRESS
This book is a publication of
Indiana University Press
Office of Scholarly Publishing
Herman B Wells Library 350
1320 East 10th Street
Bloomington, Indiana 47405 USA
iupress.indiana.edu
2019 by Yuson Jung
All rights reserved
No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the publisher.
The paper used in this publication meets the minimum requirements of the American National Standard for Information Sciences-Permanence of Paper for Printed Library Materials, ANSI Z39.48-1992.
Manufactured in the United States
Cataloging information is available from the Library of Congress.
ISBN 978-0-253-03671-1 (hardback)
ISBN 978-0-253-02914-0 (paperback)
ISBN 978-0-253-03674-2 (ebook)
1 2 3 4 5 24 23 22 21 20 19
To my parents with gratitude and love
CONTENTS
Acknowledgments
Note on Transliteration and Translation
Introduction
1 Mente : Consumer Grievances
2 Needs, Rights, and Protection
3 Consumer Activism?
4 Consumption as Civic Engagement
5 Consumer Politics after State Socialism
Epilogue: Enough Is Enough -The Moral Commitment of the State
Appendix. An East Asian Ethnographer in Eastern Europe: Notes on Fieldwork and Positionality
References
Index
ACKNOWLEDGMENTS
I T SEEMS ALMOST CLICH D TO say that this book has been long in making. But in this case, it has indeed been a seemingly endless process, and I owe much gratitude to many people across three different continents. In Bulgaria, I have learned so much about how one deals with life and dignity especially in the midst of dramatic social and cultural changes. A heartfelt thank-you to all my Bulgarian friends, colleagues, and interlocutors: you have always found time to share your stories with a probing anthropologist. This book would never have come to fruition without your insights. My foremost gratitude goes to the executive director of the Bulgarian National Association of Active Consumers ( Aktivni Potrebiteli ), Bogomil Nikolov, who has tirelessly shared his experiences and facilitated access to numerous consumer issues and events. He and his staff, especially Veni Peycheva, went out of their way to make me feel welcomed and made sure that I had access to everything I needed. I am deeply grateful for their unflagging friendship over these many years. My Bulgarian anthropology colleagues in Sofia have also assisted me in numerous ways. Ilia Iliev, in particular, deserves special mention for always lending an ear to my stories, answering my questions, and offering a sharp eye to my manuscript-he has generously read through the drafts and offered critical comments. Tanya Boneva, Evgenia Blagoeva-Krasteva, and Orlin Todorov have always been there with their boundless encouragement and insights. I am also very fortunate to have met Iskra Velinova in Budapest during a workshop organized by the Central European University many years ago. I cannot express how much I value her friendship and sound counsel whenever I need it as well as the many meals and drinks we have shared together and with her wonderful friends, kakite (older sisters). My long-term engagement with this project and Bulgaria would not have been the same without Ana Bankova s generosity in letting me stay with her anytime I went to Bulgaria.
My host families during my first extended fieldwork did not hesitate in sharing their living quarters with a stranger when it was uncommon to do so. There are not enough words to express how much I appreciated living with them-I felt privileged to have been included in their lives. There are many friends and numerous interlocutors, including my two Bulgarian language teachers, whom I cannot thank by name following the professional and ethical standards of my profession: I hope you know how much it meant to me that you welcomed me into your lives and shared your experiences with me. I would like to acknowledge Kalina, my Bulgarian sister and confidante, who always lends her uncanny wisdom and offers a sense of comfort to me. Without Joto and Jonka, who never hesitate to share a glass of wine, and Vase s great sense of humor and big heart, my return trips to Bulgaria would not have been the same. I also thank Ivan Bakalov for giving permission to reprint images from his magazine. It was Maria Todorova who got me hooked on Bulgaria. Her Balkan history class, which she offered as a visiting scholar at Harvard University, inspired me to learn Bulgarian and delve into Bulgarian culture.
At Harvard, I had the incredible fortune to be nurtured by the most brilliant minds and kind souls: Manduhai Buyandelger, Melissa Caldwell, Nicolas Sternsdorff Cisterna, Paulette Curtis, Saroja Dorairajoo, Vanessa Fong, Tracey Heatherington, Irving Johnson, Eriberto (Fuji) Lozada, Vaso Neofotistos, Nicole Newendorp, Ilay Ors, Tianshu Pan, Bernie Perley, Andrew Preston, Maple Razsa, Levent Soysal, Wen-Ching Sung, Sarah Wagner, and Min Zhang. My doctoral advisor Michael Herzfeld s inspiration, patience, and steadfast mentorship and friendship have no match. Without his unflagging support and encouragement over these years, I would not have adapted to and understood the true meanings of different cultures and overcome personal difficulties. Few people are fortunate enough to have a mentor and friend on whom they can call anytime for any problem. I am also thankful to Nea Herzfeld s warm presence that always made Cambridge a more comfortable place. James (Woody) Watson and Rubie Watson have taught me so many things beyond anthropology. My love for teaching was cultivated in Woody s classes as a graduate teaching fellow. I have learned so much from Engseng Ho, the late Mary Steedly, Jennifer Cole, Nur Yalman, the late Stanley Tambiah, and the late David Maybury-Lewis. The staff in the anthropology department, especially Monica Munson, Elizabeth (Penny) Rew, and Cris Paul, were always there, and I deeply appreciate their lasting friendship.
Because this project spans many years, funding has come from a variety of sources: the US Department of State (Title VIII), the Mellon Foundation, and at Harvard, the Davis Center for Russian and Eurasian States, Minda de Gunzburg Center for European Studies, the Department of Anthropology, and the Graduate School of Arts and Sciences. Wayne State University provided additional financial and administrative support, and I also appreciate the support from the Center for East European, Eurasian, and Russian Studies at the University of Chicago and especially from Victor Friedman.
I thank my fellow Bulgarianists, especially Gerald Creed, Deema Kaneff, Kristen Ghodsee, and Elana Resnick, for their support and wise counsel. Thanks to Elizabeth Dunn, Gaby Vargas-Cetina, Neringa Klumbyt , and Jakob Klein, who have also contributed to this project, perhaps more than they know. Nan Kim-Paik and Peter Paik have made life in the Midwest so much more enjoyable. The unfaltering support from Korea has always anchored me: many thanks and love to Ahran Park, Soyoung Yoon, and Suhyeon Jeon. I am tremendously grateful to Jungwon Kim and Kiwhan Kim-they may not realize how much they helped with making this book happen. Our shared memories in Cambridge are deeply cherished.
Detroit and Wayne State University have been greatly inspiring places to be. I am fortunate to have such supportive and collegial colleagues: Allen Batteau, Tammy Bray, Steve Chrisomalis, Tom Killion, Julie Lesnik, Mark Luborsky, Barry Lyons, Guerin Montilus, Andy Newman, Andrea Sankar, Jonathan Stillo, and Sue Villerot. Sherri Briller, Jess Robbins, and Krysta Ryzewski in particular have read the manuscript and offered many valuable insights which was very much appreciated. My life and workplace would not have been the same without their presence as not only colleagues but also great friends. I am incredibly grateful to the anonymous reviewers who have provided insightful and meticulous comments. Needless to say, any remaining shortcomings are mine.
Indiana University Press has been immensely supportive-I thank the unfailing support of the book series editors and especially my editor, Jennika Baines, and her assistant, Kate Schramm. I understand that it is not a given to have such ease and efficiency with communication. Their professionalism and accessibility is deeply appreciated. A sincere thank-you to my copy editor, Kathleen Deselle, too, for such a fine and meticulous job in making the book more readable.
Melissa (Lissa) Caldwell and her compassionate family, Andy Baker and Kaeley Baker, have truly been examples of kindness and thoughtfulness. Words fail in expressing my gratitude to Lissa, who as a friend, colleague, mentor, and sister has always been there to listen and put me back on track when necessary. It still puzzles me how she finds time to do everything, especially for what she has done for me and this project. Lastly, none of this would have been possible without my loving and remarkable family. To my parents, my parents-in-law, and other members of the family-thank you. This book could not have been completed without your trust and support. Life would never be the same, or would even matter, without my husband and best friend, James Jiho Kim, and my incredibly wonderful and caring daughter, Clarice-your wit, good humor, and love sustain me every day and inspire me to be a better person.
NOTE ON TRANSLITERATION AND TRANSLAT