Open access
"IKEIZATION" OF THE LIFESTYLE AMONG YOUNG POLISH PEOPLE DURING THE TIME OF SOCIAL AND CULTURAL TRANSFORMATION
Katarzyna ORSZULAK-DUDKOWSKA1
Human Life – Transformations of Culture
Publication language: Polish
Journal article
Transformations No. 3-4 (70-71) 2011, Publication date: 17 October 2011
Abstract The author reflects upon the relationship between the lifestyle as a research category and the use of domestic space in Poland. The article discusses attitudes of Polish people towards the IKEA brand and the impact of IKEA products on home decor and the lifestyle of young Polish people during the social and cultural transformation period. The analysis focuses on the IKEA catalogue (2004-2010) and its advertising message regarding home decor in Poland in the XXI century. The author notices the great interest in the IKEA brand on the Polish market. People very often furnish their houses with IKEA products and it leads to the process of “IKEIZATION” of everyday lifestyle among young Polish people.
Zakład Etnologii i Folklorystyki, Instytut Etnologii i Antropologii Kulturowej, Wydział Filozoficzno-Historyczny Uniwersytetu Łódzkiego
E-mail: k.dudkowska@wp.pl