... proclaiming the difference between ''me" and "them". For the biggest part of the 20th century consumer experience of the Soviet citizen was radically different than that of a Westerner with the State regulating the life of its citizens through ideology and politics.The articles of Caroline Humphrey and Jukka Gronow take a look at different stages in the history of consumption in the USSR and both authors are concerned with a role of the state in defining peoples attitudes to products and establishing different standards of consumption among the population. Consumption in The Soviet Union was different from the Western model not only because of the economic system with with its five year plans and the state owning the means of production but also because of the State ideology seeking to control individuals' private life and make it integrated into the community. Consumer is defined as a person "conscious of living through ...

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