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New brand Poland - Polish society in a consumer era

Radosław Kossakowski
SEER: Journal for Labour and Social Affairs in Eastern Europe
Vol. 13, No. 3, Open issue (2010), pp. 409-419
Stable URL: http://www.jstor.org/stable/43293376
Page Count: 11
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
New brand Poland - Polish society in a consumer era
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Abstract

In this article I would like to approach a peculiarity of Polish capitalism. My main assumption is that Polish capitalism is similar to the American one in its consumer aspect. Polish people want to take part in consumer culture and, year-on-year, they spend more money on products and services. largue that Polish consumer culture has assimilated some values of American society: in particular, a life on credit (there is an increasing number of credit cards in Poland); and the use of brands as symbols of social status. The article explores the rapid development of consumer culture in Poland, where the Protestant work ethic roots of capitalism, for one reason or another, have not taken hold, and the relationship between that culture and civil society. The author concludes that it would be easy to see an inimical relationship between the two concepts, but that what is most important is to create a balance between them as a means of overcoming the 'self-centred' nature of modern capitalism.

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