В ПОГОНЕ ЗА БРЕНДАМИ, ИЛИ ВОЗРОЖДЕНИЕ «ПОТРЕБИТЕЛЬСКОГО САФАРИ» В СФЕРЕ СЕКОНД-ХЕНД ПОТРЕБЛЕНИЯ В СОВРЕМЕННОЙ УКРАИНЕ
CHASING THE BRANDS, OR REVIVAL OF “CONSUMER SAFARI” IN THE SECOND-HAND CONSUMPTION IN CONTEMPORARY UKRAINE

Summary/Abstract: The article outlines interpretations of second-hand consumption in contemporary Ukraine. Deriving from the data of ethnographic research, the author argues that for the middle-class citizens in Ukraine second-hand stores and markets have become an alternative way to obtain Western goods as these goods possess a special value in postsocialist context. Although the practice of second-hand consumption resembles a Soviet-style consumer quest, the meanings of second-hand consumption have changed. The practice of second hand consumption highlight challenges that Ukrainian middle-class consumers face in current socio-economic context.

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