Alternative Rationalities, Strange Dreams, Absurd UtopiasWritten by Ina Merkel

Alexander WangDanny MelilloTanner Co

The Socialist Economy Focus on the group instead of the individual

Society of Shortage

Planned economy

Each according to his needs

Consumer Wants and Needs

Not completely anti-hedonistic Diluted dreams compared to the West Culture had focus on hard work Wants and needs shaped by the government Advertising played a role

A Society of Shortages

Conflicts with Western ideology Doesnt work with supply and demand

Focus on what is available Consumers influenced by the government Problem solving and adaptability

The Use of Advertising Used by government to influence the

masses Show desirable products, not

necessarily brands Shaping wants and needs

Living purposeful and beautiful | Plastic

Consumption and Reason: The Planning of Needs

A pillar of the socialist economic system was the concept that needs, and hence production, could be systematically planned out.

Result would be concisely planned production, allowing for minimal wasted resources (Output = development cost)

Price stability was the main criteria for demonstrating how the socialist system was superior, it was determined that consumer need should be scientifically quantified.

This led to the creation of the Institute of Needs Research, with key areas of study being influence on production, and the education of needs

Consumption and Reason: The Planning of Needs Questionnaires sought to guide consumer needs to be in line with socialist

living and consumer habits Contrast to capitalist market research Political pressure exerted on retailers regarding pricing, discouraging

competition and negating the influence of pricing on consumer decisions. Sociological insights gained were more valuable (living standards across

classes, preferences of varied consumer groups, etc) Showed how the people of the GDR really felt, ignoring ideology

Consumption and Reason: The Planning of Needs Shift in questions from being primarily consumption based to lifestyle based,

a result of the utopian concept of socialist lifestyle Consumer policy expressed via social policy (via distribution) Production focused on longevity and standardization Intent was to have personal distinction not stem from material wealth

(reducing prestige consumption)

Consumption and Reason: The Planning of Needs 1971 study from the Institute found that consumer habits and lifestyle only

change over a very long period of time, with socialist goals failing to intertwine with the needs of society

Policymakers believed that this resistance was just lingering capitalistic habits, and concluded that they needed to have a constant influence on the development of consumer desire

The Charm of Everyday Life: Leitmotifs in Advertising Until the 1970s there were lively and creative advertisements present in GDR Competitive advertising wasnt present, and the rejection of free-shopping

culture caused some controversy and mixed opinions Advertising helps create false needs, which was accepted in the West in

order to stimulate consumption Socialist advertising sought to guide customer habits, telling their people

what is good for them

The Charm of Everyday Life: Leitmotifs in Advertising The Ministry for Trade and Supply created a department focusing on

advertisements and the design of shop windows, desiring increased attention for socialist economics

Wanted to advertise the effectiveness of the peoples economy opposed to competing products

Was used as a tool to regulate the market, advertising goods in abundance and deterring consumers from scarce goods

Used health propaganda as a tool

The Charm of Everyday Life: Leitmotifs in Advertising In 1959, they started broadcasting advertisements via television Advertising being used as political propaganda, to battle Western influence A report in 1962 changed peoples perception, displaying how much money

was being wasted on ads with no clear payoff, portraying socialist advertising as a waste

Advertising expenditures cut by 50%

The Charm of Everyday Life: Leitmotifs in Advertising Advertisements meant to portray socialist lifestyle focused on positive

imagery, scenes of leisure, joyful workers, etc. A main critique of GDR advertisers was their basis off of Western consumer imagery.

SED leaders came to see advertising as useless and even damaging

In 1975, the Council of Ministers essentially stopped most forms of advertising

The Worker State Life wholly defined by notion of the worker state

Synchronized workweek, specific gender roles and interfamilial structure Mass production and standardization of goods

Abundance of non-varied products Luxury items into the public sphere

In theory, this shift aligns with socialists ideals Merkel: To what extent did this materialize in real world?

Demographics & Socioeconomics Workers did not buy for luxury - modest income Some groups outside of work process Trendsetting margin searched for prestige

Not entirely disproportionate: These groups had longest working hours along with farmers

Mittelstandsgesellschaft - middle class society Workers on lower end of income class

Huge income discrepancy by: Geography, education, age, generation, gender

women 40% less free time than men did

Income Relations & Motivations Everyones [Western] aunts generosity

Access to goods and services shifted from saved income to connections Contradictory social effects -> de-differentiation vs. re-differentiation

Selbstgestaltung des Lebens - Self-design of life Creativity, resourcefulness, individuality, under

limited choice Self-actualization vs. esteem

Inspired not by social prestige, but by outlet for expression

Contradictory Ideals West German goods found their way over the Iron Curtain

Consumerism and underly psychology influenced by more than just isolated socialism Capitalist aspirations vs. Self-actualization ideals (material prosperity, social prestige, fashion) (leisure time to develop individuality, genuine relationships)

Impossible Situation: socialist utopia combined with real-life capitalism Dual failure: utopia never took hold while alienating dreams and ideals of public

Thank You!

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