Resistance to consumerism on the example of the discourse on school uniforms and communion costumes
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Wyższa Szkoła Gospodarki Euroregionalnej im. Alcie De Gasperi w Józefowie
Akademia Humanistyczna im. Aleksandra Gieysztora
Publication date: 2015-06-30
JoMS 2015;25(2):65-85
Th is article is a part of a critical perspective analysis of modern society. Th e author is convinced that such choice of the research problem: discourse about school costumes and fi rst communion costumes, may help to understand the processes of social change taking place in Poland for at least twenty-fi ve years. Th e article is an attempt to show the symptoms of anti-consumerist attitudes in the Polish society on the examples of the discourse about school costumes and fi rst communion costumes. Th e theoretical frames in which the author puts his analysis are composed by notions created by Rolandes Barthes and Pierre Bourdieu. By implementing a discourse analysis in some texts chosen from Internet, the author shows three types of arguments used by opponents and followers of uniform costumes: utility, aesthetic and ideological. Th e author claims that some of the analyzed statement of followers of uniform costumes could be interpreted as an element of opposition, although they don’t use the term “consumerism”. All arguments referring to redundancy of rich and varied costume which are available only for more wealthy families suggest a connection of such discourse with resistance against consumerism.
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