Originality/Value: The research develops a theoretical argument of patriotism as a tool of governmentality, juxtaposing it to the approach of patriotism as an ideology. This chapter also contributes to the studies of resistance, adding the perspective of cultural intermediaries contrary to the commonly studied perspective of consumers.
I would like to thank the reviewers whose comments helped me to improve this article. I would also like to thank Aleksanteri Institute and Academy of Finland for supporting this research at various stages.
Gurova, O. (2019), "Patriotism as Creative (Counter-)Conduct of Russian Fashion Designers", Bajde, D., Kjeldgaard, D. and Belk, R.W. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 20), Emerald Publishing Limited, Bingley, pp. 151-168. https://doi.org/10.1108/S0885-211120190000020015
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