Article Information

THE INFLUENCE OF COLLECTIVE MEMORY ON CONSUMPTION PRACTICES: THE CASE OF TUSHINO DISTRICT (MOSCOW)

Galina Karpova (karp141@yandex.ru)

Central European University, Budapest, Hungary

Citation: Karpova G. (2021) Vliyaniye kollektivnoy pamyati na potrebitel'skiye praktiki: keys rayona Tushino (Moskva) [The influence of collective memory on consumption practices: the case of Tushino district (Moscow)]. Zhurnal sotsiologii i sotsialnoy antropologii [The Journal of Sociology and Social Anthropology], 24(1): 138–167 (in Russian). https://doi.org/10.31119/jssa.2021.24.1.6

Annotation. The article is devoted to the study of ongoing transformations of consumer practices among old Tushino residents in connection with changes of lifestyle and type of labor in the area. As a Moscow district, Tushino was one of the centers of aviation, army and civil industries during Soviet years. In particular, workers of Tushino mechanical factory, founded in 1932, in cooperation with «Molniya» institute researchers have constructed and launched «Buran» spacecraft in 1988. Since the beginning of the 2000s, Tushino factories started fading and ceased to function completely by 2013, giving up their space for rent to commercial companies. How do collective memory and ex-factory infrastructure influence on old residents’ consumer behavior in the district? In my work, I continue the existing project "Past and present of working-class districts", with the focus on the consumer practices in the context of district changes. During the study, 9 semi-formal interviews with old Tushino residents were conducted, with former employees of the Tushino mechanical factory and «Molniya» enterprise, as well as with old residents who were not involved in factory life. Informants were asked about their personal history of living in Tushino, views on current changes and consumer habits. Based on the analysis of the interview, I present three consumer strategies for responding to district transformations shared among residents. The first strategy is based on individual consumer resistance and unites residents who resist urban transformations by nostalgic consumption and the commitment to shops, department stores and places of cultural consumption that have barely changed from Soviet times. People from this category closely maintain social connections with other members of their community. The second group includes old-timers who resist by cooperating with the local authorities as activists, volunteers and councilors of municipal deputies. By influencing on political initiatives on transformation of the area and promoting ideas of preserving factory infrastructure, activists indirectly express consumer resistance. The third group represents residents who do not demonstrate signs of resistance. The study partially confirms the assumption that resistance to post-industrial transformations is manifested in the consumer behavior of old Tushino residents.

Keywords: territorial identity, collective memory, consumption practices, gentrification, ex-factory area, industrial area.

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