Robne kuće “Beograd” i konzumerizam u Jugoslaviji 1960ih

Abstract

Šezdesete godine dvadesetog veka i privredna reforma u Jugoslaviji omogućile su smanjenje uloge države i uvođenje tržišnog kapitalizma koji je obezbedio brži industrijski rast, ali za koji se takođe može tvrditi da je bio pod značajnim uticajima zapadne i američke kulture. Kao rezultat ovih promena, nastao je i ekonomski model Robnih kuća „Beograd“ koji je imao veliki uticaj na tržište, potrošačko društvo, ali i na prostore u centralnim gradskim područjima u gradovima širom bivše Jugoslavije. Osnovna tema rada je ispitivanje uticaja konzumerizma u socijalističkom društvu Jugoslavije na pozicioniranje, funkciju, oblikovanje i konstrukciju objekata Robnih kuća „Beograd“ u periodu između XIX i XX veka. U radu se zastupa teza da je politika potrošačkog društva, masovne proizvodnje i konzumerizma značajno uticala na planiranje i projektovanje objekata robnih kuća, ali i da se osim univerzalnosti ekonomskog modela ne može govoriti i o uniformnosti oblikovanja. Shodno tome, istraživanje specifičnosti modela u različitim socio-kulturnim kontekstima, može doprineti razumevanju njihovog značaja u istoriji razvoja grada, u cilju nalaženja adekvatnih rešenja za njihovu adaptaciju u savremenim uslovima.

the role of the state and enabled the introduction of market capitalism. On the one side, it provided the greatest industrial growth, but on the other side, it was under the significant influence of Western and American culture and as such, impacted greatly on the general society and culture. As a result of these changes, the economic model of Department Stores “Belgrade” was established, having the great influence on the market, consumer society, but also on the places in the central city areas throughout the former Yugoslavia. This model had a strong impact through the demolition of old buildings and establishing a new look, that should serve as expression of modernity and prosperity of the state. The main purpose of the paper is to examine the influence of consumerism in the socialist society of Yugoslavia on the positioning, function, design and construction of the Department stores “Belgrade” in the period between the XIX and XX century. The paper argues that the politics of consumer society, mass production and consumerism had a significant influence on the planning and design of department stores, but also that, apart from the universality of the economic model, it cannot be argued for the uniformity of design. Consequently, research on the specificity of the model in different socio-cultural contexts can contribute to understanding their significance in the history of city development to find adequate solutions for their adaptation in modern conditions. This study aims to discover the general elements of the influence of consumerism on the department stores. The conceptual framework is grounded in theoretical research of the issues of consumerism, consumer culture and the socialist regime in Serbia and the research of audiovisual advertising material created while DS “Beograd” was at the peak of their success. The analysis of the impact of consumerism on positioning, design and construction of buildings RK “Beograd” will be conducted through the establishment of the link between consumer society ideology hidden behind slogans of RK “Beograd” with notions of modernity, universality and functionality of space and the role that consumer have in the architecture of department stores. In the study, the case study method was used for the analysis of Serbian examples where the relationship above was observed, and elements are tested. Elements are further elaborated through comparative analysis to open up the discussion about possible ways on how other buildings in department stores could be analyzed without intention to develop generalized theory.