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Everyday Consumption of Russian Youth in Small Towns and Villages
Author(s) -
Omelchenko Elena,
Poliakov Sviatoslav
Publication year - 2018
Publication title -
sociologia ruralis
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.005
H-Index - 84
eISSN - 1467-9523
pISSN - 0038-0199
DOI - 10.1111/soru.12197
Subject(s) - everyday life , consumption (sociology) , context (archaeology) , perspective (graphical) , sociology , rural area , individualism , conformist , cultural capital , economic growth , gender studies , geography , social science , political science , economics , politics , archaeology , artificial intelligence , computer science , law
This article analyses the everyday consumption of young people who live in villages and small towns in modern‐day Russia. Based on 59 semi‐structured interviews conducted in three districts of the Leningrad region, the authors try to answer the following questions: How does everyday consumption fit in the biographical experience of rural youth? What consumption styles are implemented in small towns and villages? The conceptual framework of the analysis is the perspective of ‘the lifestyle’, which connects everyday consumption practices with the construction of youth identities. The authors come to the conclusion that the differentiation of the consumption styles of modern rural residents can be explained in the context of life strategies, construed on the basis of family capital, education, employment and orientation towards success. The article describes four basic styles that characterise the consumption of young rural residents, namely ‘family’, ‘status‐oriented’, ‘individualistic’ and ‘conformist’ styles.