유고슬라비아의 소비주의 연구－소비주의 발달과 티토 정권의 정통성간의 관계를 중심으로－ (Tito’s Politics of Consumption and Its Impact on His Legitimacy)

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초록

The present paper aims to address the development of a consumerist society in the Socialist Federation of Yugoslavia as the primary cause of the immense popular support that Tito, its leader, enjoyed and enjoys even nowadays. Tito, who came to power in 1945, had been admired and respected as the ‘Great Leader’ of Yugoslavia, until he died in 1980. More than any political leaders in the socialist bloc, Tito put emphasis upon returning the benefit of modernization to the ordinary people, which led to the development of a consumerist society in Yugoslavia from the 1950s onwards till the early 1970s. This consumerist policy greatly benefited the ordinary people of Yugoslavia by remarkably improving their living conditions. In return for the better life given to them, the Yugoslavs offered their support and consent to their beloved leader.
However, it is not that the development of consumerist society exerted only positive effects upon his regime and his politics. The advent of the consumerist society simultaneously brought about negative effects in the form of material oriented mass whose interests were drawn towards money, and crucially away from social and political issues. They would rarely participate in activities of public nature and interests. This phenomenon gave birth to politically inactive mass. Another side effect was that massive consumption put great burden on the already troubled national economy. Yugoslavia managed to satisfy the consumerist desires of the mass, less with the own economic development than with foreign aids and debts. The economy that had more import than export could not survive long.
Fortunately for the leader, Tito, who passed away in 1980, did not have to eyewitness the painful and tragic development in which these problems engulfed the country of his foundation. Accordingly, the leader has not attracted much criticism. However, he could not be placed free from the consequences of this tragic situation. He is still considered as ‘the Great Leader’ by many people of former Yugoslavia, but only of the country which no longer exists.
In the mean time, Tito’s politics of ‘better life’(Bolji život)’ which accompanied economic success but not political development can be taken as a good lesson for Korea. The ‘Tito Nostalgia’ and ‘Tito myth’ can be a good lesson to mirror and offset the Park Jung-Hee Nostalgia’ and ‘Park Jung-Hee Myth’ which has been going on in Korea nowadays. No other country than former Yugoslavia tells more graphically the tragic consequences of half successful modernization, rapid economic growth and retarded political development.

영어초록

The present paper aims to address the development of a consumerist society in the Socialist Federation of Yugoslavia as the primary cause of the immense popular support that Tito, its leader, enjoyed and enjoys even nowadays. Tito, who came to power in 1945, had been admired and respected as the ‘Great Leader’ of Yugoslavia, until he died in 1980. More than any political leaders in the socialist bloc, Tito put emphasis upon returning the benefit of modernization to the ordinary people, which led to the development of a consumerist society in Yugoslavia from the 1950s onwards till the early 1970s. This consumerist policy greatly benefited the ordinary people of Yugoslavia by remarkably improving their living conditions. In return for the better life given to them, the Yugoslavs offered their support and consent to their beloved leader.
However, it is not that the development of consumerist society exerted only positive effects upon his regime and his politics. The advent of the consumerist society simultaneously brought about negative effects in the form of material oriented mass whose interests were drawn towards money, and crucially away from social and political issues. They would rarely participate in activities of public nature and interests. This phenomenon gave birth to politically inactive mass. Another side effect was that massive consumption put great burden on the already troubled national economy. Yugoslavia managed to satisfy the consumerist desires of the mass, less with the own economic development than with foreign aids and debts. The economy that had more import than export could not survive long.
Fortunately for the leader, Tito, who passed away in 1980, did not have to eyewitness the painful and tragic development in which these problems engulfed the country of his foundation. Accordingly, the leader has not attracted much criticism. However, he could not be placed free from the consequences of this tragic situation. He is still considered as ‘the Great Leader’ by many people of former Yugoslavia, but only of the country which no longer exists.
In the mean time, Tito’s politics of ‘better life’(Bolji život)’ which accompanied economic success but not political development can be taken as a good lesson for Korea. The ‘Tito Nostalgia’ and ‘Tito myth’ can be a good lesson to mirror and offset the Park Jung-Hee Nostalgia’ and ‘Park Jung-Hee Myth’ which has been going on in Korea nowadays. No other country than former Yugoslavia tells more graphically the tragic consequences of half successful modernization, rapid economic growth and retarded political development.

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