Journal articles on the topic 'Post-communism – Economic aspects'

The analysis of discussions on various aspects of the evolution of the modern state, the specifics of post-communist transformations and the role that Marxism and the tradition of radical socialist thought can play in the near future in their search for a way out of the crisis generated by the agony of the neoliberal global world order. As a starting point for the analysis, theoretical articles published in the second edition of the collection Communism, Anticommunism, Russophobia in post-Soviet Russia. 2nd ed., Add. / Auth.: P.P. Apryshko et al. - Moscow: World of Philosophy, Algorithm, 2021 (607 p.) were selected. A comparative analysis of the polemical works of domestic scientists, political theorists and philosophers with those discussions that for many decades have been conducted by their colleagues abroad clearly indicates that today none of the existing ideologies, as well as the paradigms of economic and socio-political theory, can pretend to be the only recourse. The experience of recent decades clearly excludes the very possibility of transforming the economy and society on the basis of a certain universal synthetic model. In post-communist Russia, the heat of political passions, which stimulates the extreme polarization of political programs for overcoming the crisis, also hinders the achievement of agreement and the search for a solution acceptable to all.

During World War II, the Allies created the United Nations and its associated international institutions to stabilize the post-war world. The Allies envisioned a coordinated world in which human rights for all were respected, economic and social progress for all promoted, and global warfare prevented. This was a phenomenally fantastic vision that seemed unattainable in the wake of the most devastating global war in history.Today, the world is witnessing some of the fruits of these mid-20th century events and aspirations, especially since the collapse of Communism in 1989. Economic integration and free trade has become much more prevalent as exemplified by astounding developments such as the European Union. And there is a greater appreciation of human rights, including the international human right to health. This article examines the evolution of trade policy and the impact of free trade policies on the health care sectors of the three countries of North America and the realization of the human right to health in North America.

Abstract Although globalization brings different countries and cultures in closer and closer contact, people are still sensitive when it comes to aspects such as cultural specificity or ethnicity. The collapse of communism and the extension of the European Union have determined an increase of interest in Romania’s image, both on the part of foreigners and of Romanians themselves. The purpose of this paper is to follow the development of Romania’s image in English travelogues in the last hundred years, its evolution from a land of “woods and water” in the pre-communist era to a “grand bazaar” in the post-communist one, with clear attempts, in recent years, to re-discover a more idyllic picture of the country, one that should encourage ecological tourism. The article is also intended to illustrate the extra-textual (historical, economic, cultural) factors that have impacted, in different ways, on this image evolution.

In this article, I argue that Marx’s philosophy does not commit us to Worrell and Krier’s claim that a post-capitalist society will be a social formation in which all social relations appear unmediated to their agents. Quite the opposite is true: given his Hegelian background, which Marx never gives up, social relations are in principle to be mediated by the results of human productive acts, and although a socialist society no longer is mediated by capital, it still cannot be thought without a legal, ethical, and political form of these relations. Those meditations (which Worrell and Krier do not separate clearly from social-economic aspects) will be universal. Accordingly, the authors’ claim that Marx is opposed to the concept of the universal is baseless. In addition, I demonstrate that Worrell and Krier’s interpretation of Marx’s concept of alienation as a romantic concept is misguided and, instead, that we would do well to focus on the concept of private property. Finally, I show that they do not properly grasp Marx’s concepts of democracy and communism.

Purpose The purpose of this paper is threefold: to examine social opinions in Poland towards the decommodified ideal type of welfare state, as developed by Esping-Andersen; to look at the extent to which this is correlated with opinions towards aspects of the Communist economy and the transition from this system; and to show how opinions on decommodification and the Communist economy and transition are multi-faceted and reflect differing socio-economic interests. Design/methodology/approach This paper draws on data obtained from a questionnaire asked to a random sample of 1,001 respondents in Poland. A factor analysis of questions related to the topic is carried out and then bivariate correlation and multivariate regression analyses are performed to test the relationship between attitudes towards decommodification and the (post) Communist economy. Findings It is discovered that the opinions of Polish society are close to many aspects of the decommodified welfare model, although these are not homogenous. There is a significant correlation between opinions towards the Communist economy and transition with the decommodified welfare state, although this weakens when the respondents are asked about more specific issues of welfare that most directly relate to their everyday lives. Originality/value The paper uses high quality data from an original data source, to both examine opinions on the welfare system and the Communist economy and transition. This allows us to better understand opinions towards the welfare state in Poland and understand how the historical legacy of Communism influences these opinions.

The subject of this research is the position of Belarus in the memory wars of Russia and Eastern European countries of the two recent decades. Based on P. Bourdieu’s theory of symbolic power, as well as comparative analysis of the key stages of the historical politics of Russia and Belarus as the members of the Union State, the author explores the causes and peculiarities of electoral neutrality of Belarus in the memory wars of Russia and Eastern European countries. Analysis is conducted on the theoretical-methodological aspects of the concept of “memory wars”. Content analysis of the relevant research reveals the specificity of the Belarusian case with regards to correlation between domestic and foreign historical politics. The specificity of the forms of post-Communism that have established in Russia and Belarus, the difference in the pace of historical politics of the last three decades, as well as the evolution of the political regime of Alexander Lukashenko contributed to the formation of peculiar position of the Republic of Belarus in the memory confrontation between Russia and its Eastern European neighbors. The internal manifestation of such position was the desire to displace the conflicts between memory communities in the republic, the movement of memory to the periphery of cultural-information space, while the external manifestation was strive for electoral neutrality (memory isolationism) in the memory wars in Eastern Europe. Such position is aimed not so much at supporting Russia’s memory initiatives, but at solving the relevant political and economic challenges, using historical politics as the instrument for promoting the own interests.

Ever since the fall of the Iron Curtain and the enthusiasm it inspired about the potential for European unity and democracy, it has become fashionable to see post-war European history in terms of convergence. Historians have researched the integration of the European continent into the global, in the context of the Cold War, decolonisation and economic globalisation. Internally, processes of convergence are seen to link the trajectories of nations on a continent where integration eventually trumped the divisions of nationalism, regionalism and the Iron Curtain. This story of an ‘ever deeper and wider union’ was also reflected in the ways in which the transformations of Southern and Eastern Europe were narrated. The idea of a so-called ‘return to Europe’ inspired histories that connected the fall of right-wing authoritarian regimes in the Southern European states of Portugal, Greece and Spain from the mid-1970s with the end of communism in Eastern Europe from 1989. This dominant account has presented Southern and Eastern European ‘peripheries’ moving towards the (Western) European core and its norms, values and models of liberal democracy. Even though some have raised objections to these teleological and Western-dominated narratives of transition they have remained strikingly potent in histories of post-war Europe. Only very recently have they received historiographical critique. Partly this is due to the enduring appeal of centre-periphery approaches that continue to influence intellectual debates about European identity and history. This is also because research on the transitions in Southern and Eastern Europe has for a long time remained rather insular. Historians have been slow to enter a research field that has been dominated by institutional and political approaches, and they have remained more focused on national histories. Where historians of either Eastern or Southern Europe have addressed the transnational or transregional aspects of transition, this has mainly focused on the appeal of the West or its Atlanticist dimensions.

The authors consider the historical period of reforming the financial and taxation mechanisms of Soviet Russia and the USSR from 1917 to 1986. In 1985, M.S. Gorbachev came to power. He began reformation of the political system, the aims of which consisted in the process itself without any focus on a specific social and economic model for the state and society. Meanwhile, the epoch of the building of utopian communism in the USSR was over and in 1991, the USSR collapsed due to a number of fatal political mistakes made by Gorbachev and his associates, which led to a severe crisis. One of the most essential features of the reformed taxation system of the period is the fact of its being changed by the government to adapt it to the aims of the socioeconomic development of the peoples’ state of a new type, Soviet Russia and the USSR, through plan management of productive forces under conditions of state-owned means of production. It should be mentioned that the taxation system of Soviet Russia and the USSR guaranteed provision of financial and physical resources for the victory of the Red Army in the Civil War and in the war against the invaders. It also allowed the state to promptly industrialize the whole USSR, create the most advanced army in the world and win the Second World War, in the shortest time reconstruct economy and social sector destroyed by German occupiers and continue the accelerated socioeconomic development until the beginning of Gorbachev’s reformation. Thus, the above mentioned theoretical and practical aspects of the development of financial and taxation mechanisms of Soviet Russia and the USSR can be of practical use for scientists and practitioners not only in contemporary Russia but also in the other post-socialist countries when taking decisions of reforming financial and taxation systems.

The article identifies, interprets and compares the artistic images of «virgin lands workers» formed by the Soviet cinema, which is an important channel of the nation's historical memory and a means of communication of our time. The work gives a detailed description of the problem's historiography. A conclusion is made about the predominance of studies devoted to the social-economic, political and environmental consequences of the virgin lands development. At the same time, despite the growing interest of scientists in the social-cultural aspects of the virgin lands campaign in recent decades, there are very few works analyzing the daily life of virgin landers. The article uses various research methods: retrospective, comparative-historical, semiotic, and discourse analysis. In the course of the research, the author determines the features of virgin lands representation in mass culture as a special social-cultural space, shows the hard fate of virgin lands workers, their attitude to the system of values established in the post-war Soviet society. The main characters of the virgin lands epic represented in the cinematography are young people and «competent leaders», without whom it is impossible to imagine the success of major party projects. The attitude of the virgin lands explorers to the global project can be characterized as ambiguous and multi-layered: virgin land is seen both as an important agricultural project, allowing, under favorable circumstances, to solve the «eternal» grain problem, as an important social elevator for Soviet youth, and as a necessary stage of building communism. The study demonstrates both similarities and differences in the ideological and semantic concepts of the virgin lands filmography, and also reveals a certain transformation of directors' artistic ideas: from the propaganda and heroic message characteristic of 1950s films to the authors' desire to reveal the spiritual and moral potency of the campaign's heroes, characteristic of the 1960s and 1970s films.

The Polish People’s Republic is a matter of the past, but not entirely. Finally, nolens volens, the current version of our old statehood is its continuation, manifested in numerous formal solutions. This is in an evident manner a republican form of statehood and a democratic system. Similar to the Stalinist Constitution of 1952, it was called a people’s democracy, but from 1976 a socialist democracy as the effect of changes in the written Ius Supremum. In the political practice, after partial totalitarianism came authoritarianism. Before 1980, there were no changes in the institutional state power system. Theoretically, the first in this structure was the Sejm — the official emanation of the Volonté Générale. The collective head of the state was the State Council with a more republican identity than the contemporary president. The Council of Ministers actually has the same shape as before 1989, as well as the parliamentary cabinet system of government. In similar situation are: the Supreme Court, the Administrative Court, the Constitutional Court, the State Tribunal, the Ombudsman, and the Supreme Chamber of Control. Their identity and philosophy of action are similar to the socio-political reality from before the system transformation, mythologized in many aspects. This does not mean that it is fiction. Its result, according to the ancient nomenclature, was the transformation of socialist democracy into bourgeois people’s rule. Actually, we rather talk about the transition from “communism” or totalitarianism to liberal democracy. But Marxist-Leninist classics claimed that communism will be a post-state society without class opposites. Finally, in the Polish People’s Republic real socialism existed, with partial totalitarian character, replaced shortly after Stalin’s death by authoritarianism, which in the socio-economic and cultural spheres tolerates spontaneous manifestations of activity, without inspirations of the authorities, its culmination being in the time of the several-month-long “Carnival of Solidarity”. The Gdańsk Agreement we can understand as a social agreement, later transformed into the Round Table Agreements. After the continuation of these events it is possible to find on the constitutional ground in 1989, and then in 1997, when the new, formalized and complete Highest Law was created, as a formal recapitulation of political transformation. So we observe the mild transition of the Polish People’s Republic into the Third Polish Republic. The first one does not exist in the text of the actual Constitution, but it is impossible to not see a certain continuity. In the situation of the important difference between the two forms of our statehood — old and new — probably in the case of a system transformation there significant revolutionary accidents would have been unavoidable, but they have not happened. Parliamentary democracy was liberalized, which manifested in in the replacement of Gierek’s famous slogan of moral and political unity with the conviction that an official electoral struggle for power between parties is necessary. The second important change in the political sphere is the greater consideration of Montesquieu’s dogma concerning the division of state power. Other changes are less significant. Also, the republican democracy has maintained its fundamental identity, although the system of institutionalized rule had changed.

At the end of the 20th century, the perception of peoples and states on their own past changed profoundly in the Balkans as well, with major geopolitical changes. Its processing and instrumentalization are encouraged by the complex permeation of the global relationship between national and ideological forces and local ruling interests. Every political and ideological victory, "must find its legitimate stronghold in the past." The disintegration of the ideological paradigm and the Yugoslav state union was accompanied by a balancing of the past from the outside, in accordance with the interests of the time and dominant politics, the accelerated construction of new national identities, the outbreak of a "civil war between different memories", the reversal of consciousness. These processes in the post-Yugoslav countries, in "transitional historiography", along with the new "reduction of totality", led to "retraditionalization", to the problematic waves of historical revisionism especially related to the Second World War, the correction of the so-called historical injustices, normalization of collaborationism, nationalization and relativization of the notion of anti-fascism. National historiographies in these countries have made a turn from the former glorification of the People's Liberation Movement (NOP) to its relativization, as part of the general trend of radical "re-nationalization". None of them carried out such a "thorough confrontation with the anti-fascism" of the NOP as Serbia. Numerous historians, with the participation of parascientific formations, give legitimacy to constructions of devaluing the anti-fascist legacy and rehabilitating Quisling forces. The falsification of history has also led to the relativization of their responsibility at the expense of those who have in part confirmed themselves as anti-fascists. Revanchist historiography imposes alternative truths. There is a real consensus on the definition of "good" nationalism, which for many is "elementary patriotism". Various nationalist currents are portrayed as anti-fascist. The collaborationist forces defeated in 1945 became "misunderstood victims of historical destiny." Their actions are placed in the context of their anti-communism, promoted in reasonable national politics. Derogating from anti-fascism also led to "anti-anti-fascism". He relativizes the crimes of fascists and collaborators, re-evaluates victims and executioners. It is not common practice for "historical truths" to be written in parliaments and promulgated by law, as has happened in Serbia. Courts and parliaments cannot valorize someone’s historical role. Historical science can do that. Revisionism is based on selective forgetting and the construction of a "desirable history", it is "a reworking of the past carried by clear or covert intentions to justify narrower national or political goals." The obvious expression is "political culture in a society, that is, it speaks of the dominant political value orientations in it". Judicial rehabilitation is understood as an ideological and political measure of revision of history. A distinction should be made between the individual rehabilitation of innocent victims of persecution by the authorities after 1945 and a light revision of history. The political and ideological aspects of rehabilitation, with the support of the media and the pseudo-legal mechanism, include manipulating a number of topics to delegitimize the system that changed social, economic, political and national relations after 1945 - characteristic of monarchist Yugoslavia. In revisionist historiography, communists are treated as opponents of Serbian national interests ("red devils"), intruders in national history, and the socialist revolution as an excess. With the adoption of certain laws and the application of a whole arsenal of rhetorical means and concealment of a number of historical facts, the notion of Draža Mihailović's Chetnik movement in Ravna Gora was especially reworked, neglecting and relativizing his criminal practice, to make this "new anti-fascist" side a desirable "pre-communist ancestor". "authorities. This collaborationist movement is also relieved through anti-communism, it is marked as patriotic and anti-totalitarian. His rehabilitation in Serbia has multiple meanings and consequences in its social life, but also in regional relations.

This article is part of the special cluster titled Social practices of remembering and forgetting of the communist past in Central and Eastern Europe, guest edited by Malgorzata Glowacka-Grajper Controversies over social memory form an important aspect of reality in the post-communist countries of Eastern Europe. On the one hand, there are debates about coming to terms with the communist past and the Second World War that preceded it (because important parts of the memory of the war were “frozen” during the communist era), and, on the other hand, and intimately connected to that, are discussions about the constant influence of communism on the current situation. This article presents some of the main trends in research on collective memory in the post-communist countries of Eastern Europe and reveals similarities and differences in the process of memorialization of communism in the countries of the region. Although there are works devoted to a comparative analysis of memory usage and its various interpretations in the political sphere in the countries of Eastern Europe, there are still many issues concerning daily practices (economic, religious, and cultural) associated with varying interpretations of the war and the communist past which needs further elaboration and analysis.

The paper focuses on the ways of visualizing political and economic transformation in the works of artists from post-communist Europe mainly in the 1990s. Those works, which today, in a wide geographical context, may be interpreted as problematizing the idea of transformation, were often originally appropriated by such discourses of the post-transformation decade as the art of the new media and technology (Estonia), performance (Russia), feminism (Lithuania), body art (Hungary), and critical art (Poland), which marginalized the problem of transformation. Analyses of the works of artists from Lithuania, Estonia, Hungary, Bulgaria, and Russia make it possible to determine and problematize the poles of transformation in a number of ways, pointing at the inadequacy of those poles which traditionally spread from the end of totalitarian communism to democracy identified with free market economy. By the same token, they allow one to question their apparent antithetical character which connects the transformation process to the binary structures of meaning established in the period of the Cold War. The presented analyses demonstrate that the gist of the transformation was not so much the fall of communism, which is surviving in the post-1989 art of East-Central Europe due to the leftist inclinations of many artists with a Marxist intellectual background, but the collapse of the binary structure of the world. Methodologically inspired by Boris Buden, Susan Buck-Morss, Marina Gržinić, Edit András, Boris Groys, Alexander Kiossev, and Igor Zabel, they restore the revolutionary character of 1989 and, simultaneously, a dialectical approach to the accepted poles of the transformation. An example of ideological appropriation, which may be interpreted as problematizing the political transformation, is Trap. Expulsion from Paradiseby the Lithuanian artist Eglė Rakauskaitė. The first part of the paper focuses on Jaan Toomik’s May 15-June 1, 1992, interpreted in the theoretical terms proposed by Marina Gržinić and Boris Groys as a work of art that visualizes the concept of post-communism as excrement of the transformation process. Placed in the context of such works as In Fat(1998) by Eglė Rakauskaitė, 200 000 Ft(1997) by the Hungarian artist Kriszta Nagy or Corrections(1996-1998) by Rassim Krastev from Bulgaria, Toomik’s work is one of many created at that time in East-Central Europe, which thematized the transformation process with reference to the artist’s body. Krastev’s Correctionsproblematizes the transformation as a process of self-colonization by the idiom of the West, as well as a modification of the utopia of production, one aspect of which was propaganda referring to the body, changing it in an instrument that transformed the political order into a consumerist utopia where bodies exist as marketable products. The part titled, “The Poles of Transformation as a Function of the Cold War,” focuses on A Western View(1989) by the Bulgarian artist Nedko Solakov and This is my blood(2001) by Alexander Kossolapov from Russia. In a theoretical context drawn from the texts by Zabel, Buden, and Ekaterina Degot, Solakov’s work has been interpreted as problematizing the transformation understood as refashioning the world, no longer based on the bipolar division into East and West. The paper ends with an analysis of Cunyi Yashi, a work of the Hungarian artist Róbert Szabó Benke, which problematizes the collapse of the bipolar world structure in politics and the binary coding of sexual identity. In Szabó Benke’s work, the transformation is represented as rejection of the binary models of identity – as questioning their role in the emergence of meanings in culture.

The Soviet Union's foreign policy challenges of the 1960s and 1970s had an ideological aspect to them. Contradictions between Soviet Communism and Eastern European socialist models of development became more pronounced. Eastern European socialist countries began to emphasize the variety of models for “building socialism” and offered their own theories, not sanctioned by Moscow, of the construction of socialism in other European countries. Certain “ideological dangers” for the USSR also came from the Communist parties of capitalist countries. Authority of the Soviet Union and the CPSU among Western communists had declined. The weakening of the influence of Soviet ideology in the world had become evident. As a result, Western communists began to distance themselves from the USSR and the “Socialist Bloc” countries. In the post-war years, the authorities and the elites of the “Capitalist Bloc” countries took additional measures to reduce the popularity of the Communist ideology by promoting the idea of “social compromise instead of social revolution”. One of the most significant challenges to Soviet ideology was also the “convergence theory”. The socio-economic models developed in capitalist countries — especially the concept of the “welfare state” — presented another serious challenge. As a result of these trends and an increase in the standard of living in capitalist countries, there was a “de-ideologization” as well as a decrease in mass revolutionism of the population. The external challenges to Soviet ideology were regarded in Moscow with dismay. New ideological and socio-political concepts in capitalist countries were perceived negatively by the Kremlin. The external challenges had a negative impact on the mass consciousness of Soviet citizens. The article concludes that during the period under review, the challenges posed to Soviet ideology from abroad began to be complex. This article also gives classification of these challenges and reveals main ways of their manifestation.

The decline of Communism after the end of the post-Cold War has seen the rise of nationalism in many parts of the former Communist world. In countries such as the former Soviet Union and Yugoslavia, nationalism was pursued largely from the bottom up as ethnic and separatist movements. Some observers also take this bottom-up approach to find the major cause of Chinese nationalism and believe that “the nationalist wave in China is a spontaneous public reaction to a series of international events, not a government propaganda.” (Zhang, M. (1997) The new thinking of Sino–US relations. Journal of Contemporary China, 6(14), 117–123). They see Chinese nationalism as “a belated response to the talk of containing China among journalists and politicians” in the United States and “a public protest against the mistreatment from the US in the last several years.” (Li, H. (1997) China talks back: anti-Americanism or nationalism? Journal of Contemporary China, 6(14), 153–160). This position concurs with the authors of nationalistic books in China, such as The China That Can Say No: Political and Sentimental Choice in the Post-Cold War Era (Song, Q., Zhang Z., Qiao B. (1996) Zhongguo Keyi Shuo Bu (The China That Can Say No). Zhonghua Gongshang Lianhe Chubanshe. Beijing), which called upon Chinese political elites to say no to the US, and argue that the rise of nationalism was not a result of the official propaganda but a reflection of the state of mind of a new generation of Chinese intelligentsia in response to the foreign pressures in the post-Cold War era. Indeed, Chinese nationalism was mainly reactive sentiments to foreign suppressions in modern history, and this new wave of nationalist sentiment also harbored a sense of wounded national pride and an anti-foreign (particularly the US and Japan) resentment. Many Chinese intellectuals gave voice to a rising nationalistic discourse in the 1990s (Zhao, S. (1997) Chinese intellectuals' quest for national greatness and nationalistic writing in the 1990s. The China Quarterly, 152, 725–745). However, Chinese nationalism in the 1990s was also constructed and enacted from the top by the Communist state. There were no major military threats to China's security after the end of the Cold War. Instead, the internal legitimacy crisis became a grave concern of the Chinese Communist regime because of the rapid decay of Communist ideology. In response, the Communist regime substituted performance legitimacy provided by surging economic development and nationalist legitimacy provided by invocation of the distinctive characteristics of Chinese culture in place of Marxist–Leninism and Mao Zedong Thought. As one of the most important maneuvers to enact Chinese nationalism, the Communist government launched an extensive propaganda campaign of patriotic education after the Tiananmen Incident in 1989. The patriotic education campaign was well-engineered and appealed to nationalism in the name of patriotism to ensure loyalty in a population that was otherwise subject to many domestic discontents. The Communist regime, striving to maintain authoritarian control while Communist ideology was becoming obsolete in the post-Cold War era, warned of the existence of hostile international forces in the world perpetuating imperialist insult to Chinese pride. The patriotic education campaign was a state-led nationalist movement, which redefined the legitimacy of the post-Tiananmen leadership in a way that would permit the Communist Party's rule to continue on the basis of a non-Communist ideology. Patriotism was thus used to bolster CCP power in a country that was portrayed as besieged and embattled. The dependence on patriotism to build support for the government and the patriotic education campaign by the Communist propagandists were directly responsible for the nationalistic sentiment of the Chinese people in the mid-1990s. This paper focuses on the Communist state as the architect of nationalism in China and seeks to understand the rise of Chinese nationalism by examining the patriotic education campaign. It begins with an analysis of how nationalism took the place of the official ideology as the coalescing force in the post-Tiananmen years. It then goes on to examine the process, contents, methods and effectiveness of the patriotic education campaign. The conclusion offers a perspective on the instrumental aspect of state-led nationalism.

Purpose Poland’s political and economic transition of 1989 resulted in a cultural trauma experienced by consumers, which has influenced their perception of the retail experience. However, younger Polish consumers can remember neither communism nor the transition period. Therefore, this study aims to investigate the differences in perception of customer experiences in retail between Poland’s pre- and post-transitional generations. Design/methodology/approach A quantitative survey is first conducted with a sample of 1,045 Polish consumers measuring their perception of utilitarian and hedonic customer experiences in retail environments. Then, five qualitative focus group interviews with 29 participants provide an in-depth understanding of the survey results. Findings The quantitative study suggests that the pre-transitional generation is focused on utilitarian experiences, whereas the post-transitional generation is attracted to hedonic experiences in retail environments. The qualitative study provides an understanding of how the utilitarian and hedonic aspects of customer retail experiences are perceived and how the cultural trauma manifests in consumers’ values. Originality/value The study provides a new perspective on the customer experience in retail contexts from a society that has undergone a cultural trauma. The findings focus on generational differences in consumer attitudes toward hedonic and utilitarian experiences in a post-transition society and expand the theory of cultural trauma into the field of customer retail experience.

IntroductionFor over five years, Romanians have been using their bodies in public spaces to challenge politicians’ disregard for the average citizen. In a region low in standards of civic engagement, such as voter turnout and petition signing, Romanian people’s “citizenship of the streets” has stopped environmentally destructive mining in 2013, ousted a corrupt cabinet in 2015, and blocked legislation legalising abuse of public office in 2017 (Solnit 214). This article explores the democratic affordances of collective resistive walking, by focusing on Romania’s capital, Bucharest. I illustrate how walking in protest of political corruption cultivates a democratic public and reconfigures city spaces as spaces of democratic engagement, in the context of increased illiberalism in the region. I examine two sites of protest: the Parliament Palace and Victoriei Square. The former is a construction emblematic of communist dictator Nicolae Ceaușescu and symbol of an authoritarian regime, whose surrounding area protestors reclaim as a civic space. The latter—a central part of the city bustling with the life of cafes, museums, bike lanes, and nearby parks—hosts the Government and has become an iconic site for pro-democratic movements. Spaces of Democracy: The Performativity of Public Assemblies Democracies are active achievements, dependent not only on the solidity of institutions —e.g., a free press and a constitution—but on people’s ability and desire to communicate about issues of concern and to occupy public space. Communicative approaches to democratic theory, formulated as inquiries into the public sphere and the plurality and evolution of publics, often return to establish the significance of public spaces and of bodies in the maintenance of our “rhetorical democracies” (Hauser). Speech and assembly, voice and space are sides of the same coin. In John Dewey’s work, communication is the main “loyalty” of democracy: the heart and final guarantee of democracy is in free gatherings of neighbors on the street corner to discuss back and forth what is read in the uncensored news of the day, and in gatherings of friends in the living rooms of houses and apartments to converse freely with one another. (Dewey qtd. in Asen 197, emphasis added) Dewey asserts the centrality of communication in the same breath that he affirms the spatial infrastructure supporting it.Historically, Richard Sennett explains, Athenian democracy has been organised around two “spaces of democracy” where people assembled: the agora or town square and the theatre or Pnyx. While the theatre has endured as the symbol of democratic communication, with its ideal of concentrated attention on the argument of one speaker, Sennett illuminates the square as an equally important space, one without which deliberation in the Pnyx would be impossible. In the agora, citizens cultivate an ability to see, expect, and think through difference. In its open architecture and inclusiveness, Sennett explains, the agora affords the walker and dweller a public space to experience, in a quick, fragmentary, and embodied way, the differences and divergences in fellow citizens. Through visual scrutiny and embodied exposure, the square thus cultivates “an outlook favorable to discussion of differing views and conflicting interests”, useful for deliberation in the Pnyx, and the capacity to recognise strangers as part of the imagined democratic community (19). Also stressing the importance of spaces for assembly, Jürgen Habermas’s historical theorisation of the bourgeois public sphere moves the functions of the agora to the modern “third places” (Oldenburg) of the civic society emerging in late seventeenth and eighteenth-century Europe: coffee houses, salons, and clubs. While Habermas’ conceptualization of a unified bourgeois public has been criticised for its class and gender exclusivism, and for its normative model of deliberation and consensus, such criticism has also opened paths of inquiry into the rhetorical pluralism of publics and into the democratic affordances of embodied performativity. Thus, unlike Habermas’s assumption of a single bourgeois public, work on twentieth and twenty-first century publics has attended to their wide variety in post-modern societies (e.g., Bruce; Butler; Delicath and DeLuca; Fraser; Harold and DeLuca; Hauser; Lewis; Mckinnon et al.; Pezzullo; Rai; Tabako). In contrast to the Habermasian close attention to verbal argumentation, such criticism prioritizes the embodied (performative, aesthetic, and material) ways in which publics manifest their attention to common issues. From suffragists to environmentalists and, most recently, anti-precarity movements across the globe, publics assemble and move through shared space, seeking to break hegemonies of media representation by creating media events of their own. In the process, Judith Butler explains, such embodied assemblies accomplish much more. They disrupt prevalent logics and dominant feelings of disposability, precarity, and anxiety, at the same time that they (re)constitute subjects and increasingly privatised spaces into citizens and public places of democracy, respectively. Butler proposes that to best understand recent protests we need to read collective assembly in the current political moment of “accelerating precarity” and responsibilisation (10). Globally, increasingly larger populations are exposed to economic insecurity and precarity through government withdrawal from labor protections and the diminishment of social services, to the profit of increasingly monopolistic business. A logic of self-investment and personal responsibility accompanies such structural changes, as people understand themselves as individual market actors in competition with other market actors rather than as citizens and community members (Brown). In this context, public assembly would enact an alternative, insisting on interdependency. Bodies, in such assemblies, signify both symbolically (their will to speak against power) and indexically. As Butler describes, “it is this body, and these bodies, that require employment, shelter, health care, and food, as well as a sense of a future that is not the future of unpayable debt” (10). Butler describes the function of these protests more fully:[P]lural enactments […] make manifest the understanding that a situation is shared, contesting the individualizing morality that makes a moral norm of economic self-sufficiency precisely […] when self-sufficiency is becoming increasingly unrealizable. Showing up, standing, breathing, moving, standing still, speech, and silence are all aspects of a sudden assembly, an unforeseen form of political performativity that puts livable life at the forefront of politics […] [T]he bodies assembled ‘say’ we are not disposable, even if they stand silently. (18)Though Romania is not included in her account of contemporary protest movements, Butler’s theoretical account aptly describes both the structural and ideological conditions, and the performativity of Romanian protestors. In Romania, citizens have started to assemble in the streets against austerity measures (2012), environmental destruction (2013), fatal infrastructures (2015) and against the government’s corruption and attempts to undermine the Judiciary (from February 2017 onward). While, as scholars have argued (Olteanu and Beyerle; Gubernat and Rammelt), political corruption has gradually crystallised into the dominant and enduring framework for the assembled publics, post-communist corruption has been part and parcel of the neoliberalisation of Central and Eastern-European societies after the fall of communism. In the region, Leslie Holmes explains, former communist elites or the nomenklatura, have remained the majority political class after 1989. With political power and under the shelter of political immunity, nomenklatura politicians “were able to take ethically questionable advantage in various ways […] of the sell-off of previously state-owned enterprises” (Holmes 12). The process through which the established political class became owners of a previously state-owned economy is known as “nomenklatura privatization”, a common form of political corruption in the region, Holmes explains (12). Such practices were common knowledge among a cynical population through most of the 1990s and the 2000s. They were not broadly challenged in an ideological milieu attached, as Mihaela Miroiu, Isabela Preoteasa, and Jerzy Szacki argued, to extreme forms of liberalism and neoliberalism, ideologies perceived by people just coming out of communism as anti-ideology. Almost three decades since the fall of communism, in the face of unyielding levels of poverty (Zaharia; Marin), the decaying state of healthcare and education (Bilefsky; “Education”), and migration rates second only to war-torn Syria (Deletant), Romanian protestors have come to attribute the diminution of life in post-communism to the political corruption of the established political class (“Romania Corruption Report”; “Corruption Perceptions”). Following systematic attempts by the nomenklatura-heavy governing coalition to undermine the judiciary and institutionalise de facto corruption of public officials (Deletant), protestors have been returning to public spaces on a weekly basis, de-normalising the political cynicism and isolation serving the established political class. Mothers Walking: Resignifying Communist Spaces, Imagining the New DemosOn 11 July 2018, a protest of mothers was streamed live by Corruption Kills (Corupția ucide), a Facebook group started by activist Florin Bădiță after a deadly nightclub fire attributed to the corruption of public servants, in 2015 (Commander). Organized protests at the time pressured the Social-Democratic cabinet into resignation. Corruption Kills has remained a key activist platform, organising assemblies, streaming live from demonstrations, and sharing personal acts of dissent, thus extending the life of embodied assemblies. In the mothers’ protest video, women carrying babies in body-wraps and strollers walk across the intersection leading to the Parliament Palace, while police direct traffic and ensure their safety (“Civil Disobedience”). This was an unusual scene for many reasons. Walkers met at the entrance to the Parliament Palace, an area most emblematic of the former regime. Built by Communist dictator, Nicolae Ceaușescu and inspired by Kim Il-sung’s North Korean architecture, the current Parliament building and its surrounding plaza remain, in the words of Renata Salecl, “one of the most traumatic remnants of the communist regime” (90). The construction is the second largest administrative building in the world, after the Pentagon, a size matching the ambitions of the dictator. It bears witness to the personal and cultural sacrifices the construction and its surrounded plaza required: the displacement of some 40,000 people from old neighbourhood Uranus, the death of reportedly thousands of workers, and the flattening of churches, monasteries, hospitals, schools (Parliament Palace). This arbitrary construction carved out of the old city remains a symbol of an authoritarian relation with the nation. As Salecl puts it, Ceaușescu’s project tried to realise the utopia of a new communist “centre” and created an artificial space as removed from the rest of the city as the leader himself was from the needs of his people. Twenty-nine years after the fall of communism, the plaza of the Parliament Palace remains as suspended from the life of the city as it was during the 1980s. The trees lining the boulevard have grown slightly and bike lanes are painted over decaying stones. Still, only few people walk by the neo-classical apartment buildings now discoloured and stained by weather and time. Salecl remarks on the panoptic experience of the Parliament Palace: “observed from the avenue, [the palace] appears to have no entrance; there are only numerous windows, which give the impression of an omnipresent gaze” (95). The building embodies, for Salecl, the logic of surveillance of the communist regime, which “created the impression of omnipresence” through a secret police that rallied members among regular citizens and inspired fear by striking randomly (95).Against this geography steeped in collective memories of fear and exposure to the gaze of the state, women turn their children’s bodies and their own into performances of resistance that draw on the rhetorical force of communist gender politics. Both motherhood and childhood were heavily regulated roles under Ceaușescu’s nationalist-socialist politics of forced birth, despite the official idealisation of both. Producing children for the nationalist-communist state was women’s mandated expression of citizenship. Declaring the foetus “the socialist property of the whole society”, in 1966 Ceaușescu criminalised abortion for women of reproductive ages who had fewer than four children, and, starting 1985, less than five children (Ceaușescu qtd. in Verdery). What followed was “a national tragedy”: illegal abortions became the leading cause of death for fertile women, children were abandoned into inhumane conditions in the infamous orphanages, and mothers experienced the everyday drama of caring for families in an economy of shortages (Kligman 364). The communist politicisation of natality during communist Romania exemplifies one of the worst manifestations of the political as biopolitical. The current maternal bodies and children’s bodies circulating in the communist-iconic plaza articulate past and present for Romanians, redeploying a traumatic collective memory to challenge increasingly authoritarian ambitions of the governing Social Democratic Party. The images of caring mothers walking in protest with their babies furthers the claims that anti-corruption publics have made in other venues: that the government, in their indifference and corruption, is driving millions of people, usually young, out of the country, in a braindrain of unprecedented proportions (Ursu; Deletant; #vavedemdinSibiu). In their determination to walk during the gruelling temperatures of mid-July, in their youth and their babies’ youth, the mothers’ walk performs the contrast between their generation of engaged, persistent, and caring citizens and the docile abused subject of a past indexed by the Ceaușescu-era architecture. In addition to performing a new caring imagined community (Anderson), women’s silent, resolute walk on the crosswalk turns a lifeless geography, heavy with the architectural traces of authoritarian history, into a public space that holds democratic protest. By inhabiting the cultural role of mothers, protestors disarmed state authorities: instead of the militarised gendarmerie usually policing protestors the Victoriei Square, only traffic police were called for the mothers’ protest. The police choreographed cars and people, as protestors walked across the intersection leading to the Parliament. Drivers, usually aggressive and insouciant, now moved in concert with the protestors. The mothers’ walk, immediately modeled by people in other cities (Cluj-Napoca), reconfigured a car-dominated geography and an unreliable, driver-friendly police, into a civic space that is struggling to facilitate the citizens’ peaceful disobedience. The walkers’ assembly thus begins to constitute the civic character of the plaza, collecting “the space itself […] the pavement and […] the architecture [to produce] the public character of that material environment” (Butler 71). It demonstrates the possibility of a new imagined community of caring and persistent citizens, one significantly different from the cynical, disconnected, and survivalist subjects that the nomenklatura politicians, nested in the Panoptic Parliament nearby, would prefer.Persisting in the Victoriei Square In addition to strenuous physical walking to reclaim city spaces, such as the mothers’ walking, the anti-corruption public also practices walking and gathering in less taxing environments. The Victoriei Square is such a place, a central plaza that connects major boulevards with large sidewalks, functional bike lanes, and old trees. The square is the architectural meeting point of old and new, where communist apartments meet late nineteenth and early twentieth century architecture, in a privileged neighbourhood of villas, museums, and foreign consulates. One of these 1930s constructions is the Government building, hosting the Prime Minister’s cabinet. Demonstrators gathered here during the major protests of 2015 and 2017, and have walked, stood, and wandered in the square almost weekly since (“Past Events”). On 24 June 2018, I arrive in the Victoriei Square to participate in the protest announced on social media by Corruption Kills. There is room to move, to pause, and rest. In some pockets, people assemble to pay attention to impromptu speakers who come onto a small platform to share their ideas. Occasionally someone starts chanting “We See You!” and “Down with Corruption!” and almost everyone joins the chant. A few young people circulate petitions. But there is little exultation in the group as a whole, shared mostly among those taking up the stage or waving flags. Throughout the square, groups of familiars stop to chat. Couples and families walk their bikes, strolling slowly through the crowds, seemingly heading to or coming from the nearby park on a summer evening. Small kids play together, drawing with chalk on the pavement, or greeting dogs while parents greet each other. Older children race one another, picking up on the sense of freedom and de-centred but still purposeful engagement. The openness of the space allows one to meander and observe all these groups, performing the function of the Ancient agora: making visible the strangers who are part of the polis. The overwhelming feeling is one of solidarity. This comes partly from the possibilities of collective agency and the feeling of comfortably taking up space and having your embodiment respected, otherwise hard to come by in other spaces of the city. Everyday walking in the streets of Romanian cities is usually an exercise in hypervigilant physical prowess and self-preserving numbness. You keep your eyes on the ground to not stumble on broken pavement. You watch ahead for unmarked construction work. You live with other people’s sweat on the hot buses. You hop among cars parked on sidewalks and listen keenly for when others may zoom by. In one of the last post-socialist states to join the European Union, living with generalised poverty means walking in cities where your senses must be dulled to manage the heat, the dust, the smells, and the waiting, irresponsive to beauty and to amiable sociality. The euphemistic vocabulary of neoliberalism may describe everyday walking through individualistic terms such as “grit” or “resilience.” And while people are called to effort, creativity, and endurance not needed in more functional states, what one experiences is the gradual diminution of one’s lives under a political regime where illiberalism keeps a citizen-serving democracy at bay. By contrast, the Victoriei Square holds bodies whose comfort in each other’s presence allow us to imagine a political community where survivalism, or what Lauren Berlant calls “lateral agency”, are no longer the norm. In “showing up, standing, breathing, moving, standing still […] an unforeseen form of political performativity that puts livable life at the forefront of politics” is enacted (Butler 18). In arriving to Victoriei Square repeatedly, Romanians demonstrate that there is room to breathe more easily, to engage with civility, and to trust the strangers in their country. They assert that they are not disposable, even if a neoliberal corrupt post-communist regime would have them otherwise.ConclusionBecoming a public, as Michael Warner proposes, is an ongoing process of attention to an issue, through the circulation of discourse and self-organisation with strangers. For the anti-corruption public of Romania’s past years, such ongoing work is accompanied by persistent, civil, embodied collective assembly, in an articulation of claims, bodies, and spaces that promotes a material agency that reconfigures the city and the imagined Romanian community into a more democratic one. The Romanian citizenship of the streets is particularly significant in the current geopolitical and ideological moment. In the region, increasing authoritarianism meets the alienating logics of neoliberalism, both trying to reduce citizens to disposable, self-reliant, and disconnected market actors. Populist autocrats—Recep Tayyip Erdogan in Turkey, the Peace and Justice Party in Poland, and recently E.U.-penalized Victor Orban, in Hungary—are dismantling the system of checks and balances, and posing threats to a European Union already challenged by refugee debates and Donald Trump’s unreliable alliance against authoritarianism. In such a moment, the Romanian anti-corruption public performs within the geographies of their city solidarity and commitment to democracy, demonstrating an alternative to the submissive and disconnected subjects preferred by authoritarianism and neoliberalism.Author's NoteIn addition to the anonymous reviewers, the author would like to thank Mary Tuominen and Jesse Schlotterbeck for their helpful comments on this essay.ReferencesAnderson, Benedict R. Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso, 2016.Asen, Robert. “A Discourse Theory of Citizenship.” Quarterly Journal of Speech 90.2 (2004): 189-211. 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Introduction Online influencers play an increasingly important role in political communication – they serve as both intermediaries and producers of political messages. As established opinion leaders in areas such fashion and lifestyle consumption, many influencers recently turned towards more political content (Riedl et al.). For influencers who built their personal brands around aspirational domestic and lifestyle content, the COVID-19 global pandemic created an opportunity (and sometimes even a necessity) to engage in political discourse. The most basic everyday acts and decisions – such as where to shop for food, how to organise playdates for children, if and where to go on holiday – suddenly turned into political discussions and the influencers found themselves either promoting or challenging anti-pandemic restrictions imposed by national governments as they were forced to actively defend their decisions on such matters to their followers. Within this process that I call politicisation of the domestic (Heřmanová), many influencers explored new ways to build authority and leadership within their communities and positioning themselves as experts or “lifestyle gurus” (Baker and Rojek). While the proliferation of political content, including disinformation and conspiracy narratives, on digital communication platforms has been the focus of both public and academic attention in recent years, the focus has mostly been on Facebook, YouTube, and Twitter (Finlayson). Instagram, the traditional “home” of lifestyle influencers, only recently became the focus of political communication research (Larsson). This article builds on recent scholarship that focusses on the intersection of lifestyle, spiritual, and wellness content on Instagram and the proliferation of political conspiracy narratives on the platform (Remski, Argentino). I use the example of a prominent Czech spiritual influencer Helena Houdová to illustrate the blending of spiritual, aspirational and conspiracy content among Instagram influencers and argue that the specific aesthetics of Instagram conspiracies needs to be understood in the context of gendered, predominantly female “third spaces” (Wright) in the male-coded global digital space. Case Study – Helena When you look at Helena’s Instagram profile, all you see at first is the usual aspirational influencer content – pictures of ocean, beaches, sunsets, and Helena herself in white dresses or swimsuits. Sometimes she’s alone in the pictures, sometimes with her children, and sometimes with a group of similarly serene-looking women with sun-kissed skin and flowers in their hair. In the captions under her Instagram posts, Helena often talks about self-acceptance, self-love, and womanhood, and gives her followers advice how they can, in her own words, “create their own reality” (@helenahoudova, 8 Aug. 2021). Her recipe for the creation of one’s own reality sounds very simple – open your heart, accept the love that the Universe is giving you, accept that you are love. Helena is 41 years old, a divorced mother of 3 children, and a former model and philanthropist. Born in the Czech Republic, Helena won the title of Czech Miss in 1999, when she was 20 years old. She competed in the Miss World competition and started a successful modelling career. After a complicated marriage and divorce, she struggled to obtain an Australian visa and finally found a home in Bali. Over the past few years, Helena managed to build a successful business out of her online presence – she markets online courses and Webinars to her 50,000 followers and offers personal coaching. In this regard, she is a representative example of an “spiritual influencer” (Schwartz), an emerging group of (mostly) female influencers who focus their content on New Age type spirituality, personal healing, and teach their followers the practice of “manifesting”, based on the belief that “the world we perceive, either positively or negatively, is a projection of our own consciousness and that we can transform our reality for the better by transforming ourselves internally” (Urban 226). Helena’s Instagram account is bilingual, and she posts both in Czech and English, though her audience seems to be mostly Czech – most comments left under her posts are also in Czech. Within the Czech influencer community, she is one of the most famous spiritual influencers. Influencers, (Con)spirituality and COVID-19 Spiritual influencers like Helena are part of a global phenomenon (Chia et al.) that has generated lot of media attention over the past year (Schwartz). With their focus on wellbeing and health, they overlap with wellness influencers (O’Neill), but the content they produce also explores various types of New Age spirituality and references to different religious traditions as well as neo-pagan spiritual movements. From this perspective, spiritual influencers often position themselves in opposition to a Western lifestyle (interpreted as materialistic and based on consumption). In this aspect they fit into the category of ‘lifestyle gurus’ as defined by Baker and Rojek: “Lifestyle gurus define themselves in opposition to professional cultures. Selectively and instrumentally, they mix elements from positive thinking, esoteric systems of knowledge and mediate them through folk culture” (390). While prominent figures of the wellness spirituality movement such as Gwyneth Paltrow would be more likely defined as celebrities rather than influencers (see Abidin), spiritual influencers are native to the Internet, and the path to spiritual awakening they showcase on their Instagram profiles is also their source of income. It is this commodified aspect of their online personas that generated a significant backlash from the media as well as from the influencer community itself over the past year. What provoked many critical reactions is the way spiritual influencers became involved in the debate around the COVID-19 pandemic and anti-COVID vaccination all around the world. As I argued elsewhere (Heřmanová), the pandemic impacted on the way influencers build boundaries between ‘domestic’ and ‘political’ within their content and inside the communities of their followers. For women who build their brands around aspirational domesticity (Duffy), the pandemic lockdowns presented a significant challenge in terms of the content they could post. Within the spiritual influencer culture, the discussion around vaccines intersected with influencers’ focus on spiritual and physical health, natural remedies, and so-called ‘natural immunity’. The pandemic thus accelerated the above-mentioned process of the “politicization of the domestic” (Heřmanová). The increasing engagement of spiritual influencers in political debates around COVID-19 and vaccines can be interpreted within the broader context of the conspirituality phenomenon. The term, first coined by Charlotte Ward and David Voas in 2011, describes a “web movement expressing an ideology fuelled by political disillusionment and the popularity of alternative worldview“ (103). The conspirituality phenomenon is native to the Internet and appears at the intersection of New Age-inspired spirituality and distrust towards established authorities. The conspirituality approach successfully bridges the gap between the spiritual focus on the self and the conspiratorial focus on broader political processes. For spiritual influencers and other types of lifestyle gurus, conspirituality thus offers a way to accommodate the hyper-individualistic, commodified nature of global influencer culture with their message of collective awakening and responsibility to educate wider audiences, because it enables them to present their personal spiritual path as a political act. For the predominantly female wellness/spirituality influencers of Instagram, the term conspirituality has been widely used in the public and media debate, with reference to the involvement of influencers in the QAnon movement (Tiffany, Petersen, and Wang). Argentino coined the term “pastel QAnon” to refer to the community of female influencers initially found on Instagram, but who are increasingly present on various dark platforms, such as Parler or Gab (Zeng and Schäfer), or, in the Czech context, the messaging platform Telegram (Šlerka). “Pastel” refers “to the unique aesthetic and branding these influencers provided to their pages and in turn QAnon by using social media templates like Canva” (Argentino) that is used to soften and aesthetically adapt QAnon messages to Instagram visuality. Many adherents to the pastel version of QAnon are members of the spiritual, yoga, and wellness community of Instagram and were “recruited” to the movement through concerns about COVID-19 vaccines (Remski). This was also the case for Helena. Before the pandemic, her content mostly focussed on her family life and promoting her Webinars and retreats. She rarely commented on political events beyond general proclamations about the materialistic nature of our culture, in which we are losing connection to our true selves. As the pandemic advanced, Helena started to make more and more explicit references to the current global situation. For a long time, however, she resisted openly political, critical proclamations. Then on 12 July 2021 Helena posted a picture of herself standing at the beach in a flowy dress, holding a big golden cup in her hand and accompanied it with the caption: There are barricades on the streets. There are tanks on the streets. We cannot move freely. We must identify ourselves with designated signs. And we must wear a yellow star to sign we’re not against it. But they say it’s for our own protection. The year 1941. There are barricades on the streets. There are tanks on the streets. (THIS AFTERNOON). We cannot move freely. We must identify ourselves, we have to cover our face as a sign we’re not against it. But they say it’s for our own protection. The year 2021. She continues with a call to action and praises her followers, the people who have “woken up” and realised that the pandemic is a global conspiracy meant to enslave people and the vaccination at attempt at “genocide” (@helenahoudova, translated from Czech by author). Fig. 1: Helena's post about COVID-19. This post can be interpreted as a symbolic transgression from spiritual to conspiritual content on Helena’s profile. In the past year, the narrative explaining COVID-19 as an orchestrated political event organised by the global elites to curb the civic and personal freedoms of all citizens has become central in her communication towards her followers. Interestingly, in some of her videos and Instagram stories, she addresses the Czech audience specifically when she compares the anti-pandemic restrictions implemented by the Czech government as an attempt to return the country to its authoritarian, pre-1989 past. Within post-socialist media spaces, the symbolic references to the former totalitarian regime became an important feature of pandemic conspiracies, creating interesting instances of online context collapse. For example, when influencers (including Helena) post content originating from US-based QAnon-related Websites, they tend to frame it as “the return of communism as it we have experienced it before 1989” (Heřmanová). While Helena dedicates her profile almost exclusively to her own content, other Czech spiritual influencers use also other Instagram features such as sharing posts in Stories or sharing content from various Websites, both Czech- and English-speaking, with links to calls for direct actions and petitions against the anti-COVID restrictions and/or vaccination. A few other well-known Czech influencers interact with Helena’s posts by liking them or leaving comments. In this way, the whole community interlinks via different types of political content that is then on the individual profiles blended with lifestyle, wellness, and other ‘typical’, less overtly political, influencer content. Conclusion: Gendered Third Spaces of Instagram Helena’s Instagram presence, along with that of many other women who post similar content, presents an interesting conundrum when we try to decipher how conspiracy theories proliferate in digital spaces. She has, since her ‘coming-out’ as anti-vax adherent and COVID-denialist, branched out her business activities. She now also offers Webinars to teach women how to operate their business in 5D reality that includes intuition as a tool to establish ‘extrasensory’ perception and enables connection to other dimensions of reality (as opposed to the limited 3D perception we typically apply to the world around us). Her journey is representative of a wider trend of politicisation of formerly non-political online spaces in at least two aspects: her prominent focus on women, womanhood, and “sisterhood” as a unit of political organisation, and her successful blend of Instagram-friendly, aspirational, ‘pastel’ aesthetics with overtly political messaging. Both the aesthetics and content of the conspirituality movement on Instagram are significantly gendered. The gendered character of influencers’ work on social media often leads to the assumption that politics has no place in the feminised space of influencer communities on Instagram because it is seen as a male domain (Duffy; Duffy and Hund). Social media, nonetheless, has offered women a tool of political expression, where dedication to domestic affairs may be seen as a political act in itself (Stern). Conspiritual communities on Instagram, such as the one Helena has managed to build, could also be seen as an example of what Scott Wright calls “third spaces” – neutral, inclusive, and accessible virtual spaces where political talk happens (11). A significant body of research has shown that global digital spaces for political discussion tend to be male-coded and women are actively discouraged from participating in them. If they do participate, they are at much higher risk of being exposed to hate-speech and gender-based online violence (Poletta and Chen). The same trend has been analysed within Czech-speaking online communities as well (Vochocová and Rosenfeldová). The COVID-19 pandemic on the other hand opened the opportunity and sometimes necessity (as mentioned above) to engage in political discussion to many women who previously never expressed an interest in political matters. Profiles of conspiritual influencers are perceived both by supportive influencers and by their followers as safe spaces where political opinions can be explicitly discussed precisely because these spaces are not typically designed as political arenas. Helena herself quite often uses the notion of “sisterhood” as a reference to a safe, strong, female community and praises her followers for being awake, being political, and being open to what she calls ‘inner truths’. In a very recent 16-minute video that was originally livestreamed and then saved on her profile, she reflects on current geopolitical developments and makes a direct connection to “liberating sisterhood” as a tool for solving world problems such as wars. The video was posted on 7 March 2022, a week after Russia invaded Ukraine and thus brought war to the near proximity of Helena’s home country. In the video, Helena addresses her followers in Czech and talks about “dark and fragile times”, praises “the incredible energy of sisterhood” that she wants to bring to her followers, and urges them to sign up for her course, because the world needs this energy more than ever (@helenahoudova). Her followers often reflect these sentiments in the comments. They talk about the experience of being judged for embracing their femininity and speaking up against evil (war, vaccination) and mention that they feel encouraged by the community they found. Helena connects with them via liking their comments or leaving responses such as “I stand with you, my love.” The originally non-political character of the third spaces of conspiritual communities on Instagram also partly explains their success in bringing fringe political narratives towards the aspirational mainstream. Helena’s Instagram profile was not originally created, and neither is it run now by her as an openly political/conspiracy account. She does not use hashtags related to QAnon, anti-vax, or any other openly ‘conspiracy-branded’ content. The overall tone of her account and her communication towards her followers has not changed after her ‘coming-out’: she still focusses on highly feminised spiritual aesthetics. She uses light colours, beach photos, and flowy white dresses as a visual frame to her content, and while the content gets politicised, the form still conforms to the standards of Instagram as a platform with its focus on first-person storytelling via selfies and pictures documenting everyday life (Leaver, Highfield, and Abidin). In this respect, Helena’s content can also be seen as an example of what Crystal Abidin calls “subversive frivolity”. Abidin shows how influencers use highly gendered and often mocked and marginalised tools (such as the selfie) and turn them into a productive and powerful means to achieve both economic and social capital (Abidin). In this aspect, the proliferation of conspiracy narratives on Instagram differs significantly from the mechanisms of Twitter and YouTube (Finlayson). While it would be unwise to underestimate the role of recommendation algorithms and filter bubbles (Pariser) in spreading COVID-19-related conspiracies on Instagram, it is also true that the content often circulates despite these mechanisms, as Forberg demonstrated in the example of QAnon communities in the U.S. He proposes to look closely at the “routines” that individual members of these communities employ to make their content visible in mainstream spaces (Forberg). In the case of Helena and members of her community, these routines of engaging with COVID-related content in a way that becomes more and more overtly political form the process of the politicisation of the domestic. While it could be argued that ‘personal is always political’ especially for women (Hanish), Helena and her peers and followers are actively making personal matters political both by naming them as such and by directly connecting themselves, via the notion of sisterhood, to geopolitical developments. In this way, conspirituality influencers are successfully bridging the gap between the individualist ethos of influencer cultures and the collective identity-building of conspiracy movements. 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