Biti isti, biti poseban: potrošačke prakse kao marker „istosti“ i „različitosti“ među gej osobama u Beogradu
Being Same, Being Different: “Sameness” and “Difference” in Consumption Practices of Gay man in Contemporary Belgrade
Апстракт
U radu će biti razmatrano uzajamno konstituisanje gej identiteta i potrošačkih praksi u kontekstu beogradske gej populacije. Osnovna istraživačka pitanja su kako unutar gej zajednice u Beogradu simultano funkcionišu identifikacijske prakse koje operišu sa idejama „istosti“ i „različitosti“, i kako se odvija unutrašnja hijerarhizacija gej populacije na osnovu parametra „ukusa“, opredmećenog u potrošačkim praksama i preferencijama. U radu je primenjen etnografski pristup.
The essay focuses on bilateral construction of gay identity and consumer practices in the context of Belgrade gay
community. Through ethnographic approach, the study analyzes the phenomenon of consumption, or more precisely,
the relationship between construction of gay identity and
its relation towards the objects of consumption. The fieldwork part of the research was conducted in one of the currently active gay clubs in Belgrade, “Apartman”. This was
followed by in-debth interviews with nine respondents, and
informal conversation with ten more of them. We were interested to find out how identification practices related to
the ideas of “sameness” and “difference” simultaneously
operate in the processes of identity construction of our gay
respondents. We tried to explore how our respondent’s interest in questions of style, fashion, consumption and shopping has contributed to the creation of their gay identities,
and how these identities were performed in the context of
the gay... club. We also present how the internal classification, according to the issues of style, fashion awareness,
and shopping skills and practices, was performed within
the Belgrade gay community. The results of the research
show that simultaneous performativity of “sameness” and
“difference” has an important role in the processes of creation and presentation of person’s gay and lesbian identities to others. Therefore, sharing common symbols that
refer to belonging to the gay/lesbian community, and creating distinct and individualistic appearences and styles of
clothing, are two parts of the same process of comming to
terms with someone’s gay/lesbian identity. Our research
also pinpointed the role of reknown fashion brands in the
abovementioned processes, and suggested that the more
developed gay/lesbian market niche has to be developed
in order to enable and encourage more nuanced economic
attitudes and shopping choices of gay/lesbian population
in Serbia, including the more politicized relation towards
consumption and economy in general.
Кључне речи:
gej identiteti / ekonomija / potrošnja / razlikovanjeИзвор:
Među nama: neispričane priče gej i lezbejskih života, 2014, 146-163Издавач:
- Hartefakt Fond, Beograd
Финансирање / пројекти:
- European Union - EIDHR Programme
Институција/група
Etnologija i antropologija / Ethnology and AnthropologyTY - CHAP AU - Erdei, Ildiko AU - Savić, Nebojša PY - 2014 UR - http://reff.f.bg.ac.rs/handle/123456789/4261 AB - U radu će biti razmatrano uzajamno konstituisanje gej identiteta i potrošačkih praksi u kontekstu beogradske gej populacije. Osnovna istraživačka pitanja su kako unutar gej zajednice u Beogradu simultano funkcionišu identifikacijske prakse koje operišu sa idejama „istosti“ i „različitosti“, i kako se odvija unutrašnja hijerarhizacija gej populacije na osnovu parametra „ukusa“, opredmećenog u potrošačkim praksama i preferencijama. U radu je primenjen etnografski pristup. AB - The essay focuses on bilateral construction of gay identity and consumer practices in the context of Belgrade gay community. Through ethnographic approach, the study analyzes the phenomenon of consumption, or more precisely, the relationship between construction of gay identity and its relation towards the objects of consumption. The fieldwork part of the research was conducted in one of the currently active gay clubs in Belgrade, “Apartman”. This was followed by in-debth interviews with nine respondents, and informal conversation with ten more of them. We were interested to find out how identification practices related to the ideas of “sameness” and “difference” simultaneously operate in the processes of identity construction of our gay respondents. We tried to explore how our respondent’s interest in questions of style, fashion, consumption and shopping has contributed to the creation of their gay identities, and how these identities were performed in the context of the gay club. We also present how the internal classification, according to the issues of style, fashion awareness, and shopping skills and practices, was performed within the Belgrade gay community. The results of the research show that simultaneous performativity of “sameness” and “difference” has an important role in the processes of creation and presentation of person’s gay and lesbian identities to others. Therefore, sharing common symbols that refer to belonging to the gay/lesbian community, and creating distinct and individualistic appearences and styles of clothing, are two parts of the same process of comming to terms with someone’s gay/lesbian identity. Our research also pinpointed the role of reknown fashion brands in the abovementioned processes, and suggested that the more developed gay/lesbian market niche has to be developed in order to enable and encourage more nuanced economic attitudes and shopping choices of gay/lesbian population in Serbia, including the more politicized relation towards consumption and economy in general. PB - Hartefakt Fond, Beograd T2 - Među nama: neispričane priče gej i lezbejskih života T1 - Biti isti, biti poseban: potrošačke prakse kao marker „istosti“ i „različitosti“ među gej osobama u Beogradu T1 - Being Same, Being Different: “Sameness” and “Difference” in Consumption Practices of Gay man in Contemporary Belgrade EP - 163 SP - 146 UR - https://hdl.handle.net/21.15107/rcub_reff_4261 ER -
@inbook{ author = "Erdei, Ildiko and Savić, Nebojša", year = "2014", abstract = "U radu će biti razmatrano uzajamno konstituisanje gej identiteta i potrošačkih praksi u kontekstu beogradske gej populacije. Osnovna istraživačka pitanja su kako unutar gej zajednice u Beogradu simultano funkcionišu identifikacijske prakse koje operišu sa idejama „istosti“ i „različitosti“, i kako se odvija unutrašnja hijerarhizacija gej populacije na osnovu parametra „ukusa“, opredmećenog u potrošačkim praksama i preferencijama. U radu je primenjen etnografski pristup., The essay focuses on bilateral construction of gay identity and consumer practices in the context of Belgrade gay community. Through ethnographic approach, the study analyzes the phenomenon of consumption, or more precisely, the relationship between construction of gay identity and its relation towards the objects of consumption. The fieldwork part of the research was conducted in one of the currently active gay clubs in Belgrade, “Apartman”. This was followed by in-debth interviews with nine respondents, and informal conversation with ten more of them. We were interested to find out how identification practices related to the ideas of “sameness” and “difference” simultaneously operate in the processes of identity construction of our gay respondents. We tried to explore how our respondent’s interest in questions of style, fashion, consumption and shopping has contributed to the creation of their gay identities, and how these identities were performed in the context of the gay club. We also present how the internal classification, according to the issues of style, fashion awareness, and shopping skills and practices, was performed within the Belgrade gay community. The results of the research show that simultaneous performativity of “sameness” and “difference” has an important role in the processes of creation and presentation of person’s gay and lesbian identities to others. Therefore, sharing common symbols that refer to belonging to the gay/lesbian community, and creating distinct and individualistic appearences and styles of clothing, are two parts of the same process of comming to terms with someone’s gay/lesbian identity. Our research also pinpointed the role of reknown fashion brands in the abovementioned processes, and suggested that the more developed gay/lesbian market niche has to be developed in order to enable and encourage more nuanced economic attitudes and shopping choices of gay/lesbian population in Serbia, including the more politicized relation towards consumption and economy in general.", publisher = "Hartefakt Fond, Beograd", journal = "Među nama: neispričane priče gej i lezbejskih života", booktitle = "Biti isti, biti poseban: potrošačke prakse kao marker „istosti“ i „različitosti“ među gej osobama u Beogradu, Being Same, Being Different: “Sameness” and “Difference” in Consumption Practices of Gay man in Contemporary Belgrade", pages = "163-146", url = "https://hdl.handle.net/21.15107/rcub_reff_4261" }
Erdei, I.,& Savić, N.. (2014). Biti isti, biti poseban: potrošačke prakse kao marker „istosti“ i „različitosti“ među gej osobama u Beogradu. in Među nama: neispričane priče gej i lezbejskih života Hartefakt Fond, Beograd., 146-163. https://hdl.handle.net/21.15107/rcub_reff_4261
Erdei I, Savić N. Biti isti, biti poseban: potrošačke prakse kao marker „istosti“ i „različitosti“ među gej osobama u Beogradu. in Među nama: neispričane priče gej i lezbejskih života. 2014;:146-163. https://hdl.handle.net/21.15107/rcub_reff_4261 .
Erdei, Ildiko, Savić, Nebojša, "Biti isti, biti poseban: potrošačke prakse kao marker „istosti“ i „različitosti“ među gej osobama u Beogradu" in Među nama: neispričane priče gej i lezbejskih života (2014):146-163, https://hdl.handle.net/21.15107/rcub_reff_4261 .