Dr. Vladimir Ilin, a Fulbright Visiting Scholar from Russia, recently spoke with students at MTSU about his research on consumerism, cultural differences between the U.S. and Russia and Russian perceptions of American culture.
Addressing students enrolled in Lisa Rollins’ media writing class, Ilin delivered a brief presentation on his research into American consumerism as a form of communication before answering questions about life in Russia.
The author of several books on consumerism, Ilin opened his presentation with an explanation of his research into global consumer habits and how “consumption as communication” creates what he called “every day structures in every day life,” as well as how people organize relationships based on consumption.
Ever mindful of his collegiate audience, Ilin illustrated the aforementioned point with an anecdote about alcohol consumption in Russia and how various rituals have been created around the act of drinking. In Russia, he explained, if an individual respects someone, he or she must be willing to drink with them; to abstain is to show disrespect.
A research professor at St. Petersburg State University, Ilin’s presentation for the 18-student journalism course included a list of the things that people consume?from food and housing to media and education. Related to this, he pointed out that owning a car is quite important to the American consumer, but less so for the Russian, because of Russia’s public transportation system.
“Here,” he said, “everything is far apart and you need a car.”
A brief class discussion followed about the difficulties of holding a job without a car, and what statements we make with the kind of car we drive.
He also noted that patterns of consumption dictate, in large part, whom one associates with and which activities one participates in. For example, Ilin said, “vegetarians and meat-eaters . . . people who drink (alcohol) and people who do not” are among the consumption patterns that can determine what social bonds people form.
The sociologist concluded his formal presentation with what he hoped to accomplish during his Murfreesboro-based research visit: a book for Russian university students to help educate them about American consumption.
Opening the floor to questions from the class, the discussion immediately turned to America’s image in Russia. One student wanted to know if the Russian people had the “right idea about Americans.” Ilin responded by saying that, according to his country’s media outlets, most Russians know of only two Americans: President George W. Bush and Secretary of State Condoleezza Rice.
Later, Ilin added that the only American films shown on Russian television are mainly after-midnight “action films . . . so that is what Russians think of (America)–those two people (Bush and Rice) and action films.”
More questions were raised about consumer options in Russia, from food and drink to specialty magazines. Ilin told the class that in larger Russian cities, such as Moscow and St. Petersburg, the stores are very similar in appearance, marketing and selection as that which is offered by stores in large American cities. However, he added, in smaller provincial towns, there is much less selection than that which consumers enjoy in Murfreesboro.
Regarding press freedoms in Russia, Ilin admitted that most newspapers are controlled?at least somewhat?by the state, through large business interests or directly. He also said average Russians were not as interested in politics as they once were, with most “modern Russian” broadcast and print media outlets now preferring to cover entertainment and sports.
When asked why he chose MTSU for his residency and research, he said that one reason was because of his previous time at Valdosta State University in Georgia, where he came to appreciate the South and willingness of its people to talk to him about their consumer habits. He also said that smaller towns such as Murfreesboro are more interesting for him as a researcher, because of the unique local qualities that would be lost in a larger city.
Ilin is one of about 800 outstanding foreign faculty and professionals who will teach and do research this year in the U.S. through the Fulbright Visiting Scholar Program, which is sponsored by the U.S. Department of State’s Bureau of Educational and Cultural Affairs. He will be at MTSU for nearly nine months and is actively seeking local residents of all ages who are willing to speak with him for his research.
Those in the community who are interested in spending an hour in cross-cultural exchange with Ilin to aid his research on American consumer habits are asked to e-mail him directly at vladilin@mtsu.edu.
