The concept of "civility" in the late 1930-ies social policy

Abstract

The conceptual model of "civility" of consumption that was orchestrated by the authorities in the mid-1930- is analyzed. This concept was a continuum of textual and visual messages setting some lifestyle standards and limitations for consumer aspirations as well as the ways to realize those aspirations. The author concluded that this normative concept was a versatile tool of the «Stalinist» social policy, that, on the one hand, provided urbanization of migrants from rural areas and, on the other hand, performed as a kind of lighthouse illuminating the opportunities for a new Soviet elite, and indicated the "correct" vector of social mobility. Visualization of high consumer standards facilitated achievement of the objectives of the regime for social differentiation and strengthening its control by increasing the social strata constituting its social base.