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Patriotism as Creative (Counter-)Conduct of Russian Fashion Designers

Consumer Culture Theory

ISBN: 978-1-78754-286-0, eISBN: 978-1-78754-285-3

Publication date: 10 April 2019


Purpose: This chapter explores how Russian fashion designers, as cultural intermediaries operating in the marketplace, interpret patriotism, which has become a noticeable phenomenon in Russia.

Methodology/Approach: Patriotism is approached as an appeal to patria and is considered as a socially constructed category. To explore the construction of patriotism, this research uses Michel Foucault’s concept of governmentality. In the market, the state, commercial companies, media, and consumers co-produce the dispositif of patriotism, which conducts the creative conduct of fashion designers and encourages them to follow patriotic fashion. At the same time, fashion designers have freedom to conduct themselves and act in different ways.

Findings: Interpretations of patriotism within a patriotic dispositif are explored vis-à-vis the interpretations of patriotism articulated by fashion designers. In addition to patriotic fashion, the forms of their creative conduct or counter-conduct are manifested in such subtypes of patriotism in fashion as cosmopolitan patriotism, economic patriotism, cultural patriotism, and fashion localism.

Research Limitations/Implications: The research is mainly limited to a perspective of fashion designers, and to some extent of the government, and does not consider the perspective of consumers.

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, Leeds, pp. 151-168.



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