When Money Is Not Enough. Selling and Shopping in Novi Sad
When Money Is Not Enough. Selling and Shopping in Novi Sad

Summary/Abstract: This article examines some specifics of consumption practices in post-socialist Serbia. Drawing on my long term field research in the Serbian town of Novi Sad, I focus on a particular group of people who were well-educated and had a relatively high social status. I explore the ways in which they feel dislocated by recent socio-political changes and focus my analysis on the behaviour of shop assistants, the open markets with their apparent disorganization and cheap, nasty goods, as well as newly opened foreign shops. I argue that the issue of positioning, not money, became crucial for grasping the selfunderstanding of the people with whom I worked and the ways in which they understood recent socio-economic changes.

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