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Yugoslavia Looking Westward: Transnational Consumer Contact with Italy During the 1960s

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The Cultural Life of Capitalism in Yugoslavia

Abstract

This chapter investigates the role played by direct economic contact established with Italy in a process which led to the creation of a consumer society in Yugoslavia. This contribution is analyzed from two perspectives. First, the dramatic increase in the circulation of commodities, individuals and influences between the two Adriatic countries made joint ventures, cultural borrowings and spontaneous consumer practices possible, with Italy imposing itself as a relatively acceptable model of modernity. Second, the opening up of the border turned it into a resource for the neighboring areas, drawing on the disparities in living standards and a high level of complementarity between the two economies, with interdependent practices and mutual values emerging between the two countries.

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Abbreviations

ACS:

(Archivio Centrale dello Stato)

AJ:

(Arhiv Jugoslavije)

CK SKH:

(Centralni Komitet Saveza Komunista Hrvatske)

CK SKJ:

(Centralni Komitet Saveza Komunista Jugoslavije)

DAPA:

(Državni Arhiv u Pazinu)

HDA:

(Hrvatski Državni Arhiv)

MI:

(Ministero dell’Interno)

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Authors and Affiliations

  1. via Volvinio 41, 20141, Milano, Italy

    Francesca Rolandi

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  1. Francesca Rolandi
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Correspondence to Francesca Rolandi .

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Editors and Affiliations

  1. Department of Rhetoric, Communication and Theatre, St. John’s University, USA, Queens, New York, USA

    Dijana Jelača

  2. Zagreb, Croatia

    Maša Kolanović

  3. Zagreb, Croatia

    Danijela Lugarić

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Rolandi, F. (2017). Yugoslavia Looking Westward: Transnational Consumer Contact with Italy During the 1960s. In: Jelača, D., Kolanović, M., Lugarić, D. (eds) The Cultural Life of Capitalism in Yugoslavia. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-47482-3_11

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