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CONSPICUOUS CHOICE OF GARMENT AMONG ESTONIAN ELITE AT THE PRESIDENTIAL INDEPENDENCE DAY RECEPTION 2012
Jelena Golubeva 6 December 2013
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The goal of the Master Thesis
• Has the Estonian elite developed its own elite taste or is it still conspicuous
in its choice of garment?
• Estonian Presidential Independence Day Reception 2012. Ideal case study.
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Theoretical framework
• Karl Marx: Commodity Fetishism
• Max Weber: Class Domination
• Pierre Bourdieu: Construction of Taste
• Thorsten Veblen: Conspicuous
Consumption
• Georg Simmel: Fashion as Means of Class Distinction
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Methodology
• Research Design: Case study
• Population: Current Estonian elite
• Sampling and Sample: Married people and couples participating in the Reception; women individuals
• Data collection: Broadcast from ETV
• Expert interviews with photographs
• Photo analysis and respective expert comments
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Results
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Results
• Economic elite: Conspicuous Consumption as a way to show off
• Political elite: Social status
• Military elite: Status, Norms of dress code and Comfort
• Cultural elite: Self-actualization and Fashion sense
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Results
• Desire to mark group identity through the purchase of luxury items
• Conspicuous consumption for the sake of showing off
• Indication of trend of conspicuous dressing
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Conclusion
• Constant attempt to show superiority and distinction of the class through luxury items
• Resonance of the collective behavioral patterns developed in earlier times
• Potential for the further investigation
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Examples
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Examples
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Thank you for your attention!