Two Ways into the Mass Consumer Society? East and West German Retail within the Structural Change (1961 - 2000) - Renewal Proposal.

该研究项目涉及20世纪最后四十年德国零售业的发展。随着德意志民主共和国、“旧”德意志联邦共和国和“新”德意志联邦共和国的纳入，它采用了跨时代、跨系统的方法（1961 - 1990、1990年代）。首先，零售业对两个德国州和新统一的德国国民经济结构变化的贡献构成了调查的一个主题。其次，零售业内部的结构性变化代表了另一种变化。在分裂的德国，除了两种经济体系在监管方面的明显区别之外，本文还分析了零售业和私人商品和服务消费发展方面的相似之处。这里有一些特别的问题：在特定时期，哪种分配方式是典型的？在那个时期，典型的零售商店是什么样的？当特定的新产品成为商品和服务的大众消费的一部分时？该项目首先调查了进入大众消费社会的分离方式，然后调查了进入大众消费社会的统一方式，其中商品和服务成为定义消费目标以及表征消费者行为和思维的形成要素。此外，参与者在结构变化过程中的母题本身及其相互影响尽可能成为研究的重点。最后，当局和人口对德国其他州零售业发展的看法分别代表了研究的另一个主题。这里将特别考虑东德人对联邦共和国事态发展的看法。结果将在专著中发表。一些详细的结果已经在文章中发表。

The research projects deals with the development of retailing in Germany in the last four decades of the 20th century. With the inclusion of the GDR, the "old" and the "new" Federal Republic of Germany, it applies a cross-era as well as a cross-system approach (1961 - 1990, 1990s). At first, the contribution of the retail industry to the structural changes in the national economies of the two German states and the newly unified Germany constitutes one topic of the investigation. At second, the structural changes within the retail industry itself represent another-one. Apart from the obvious regulatory distinctions between the two economic systems in divided Germany, similarities in the development of retailing and of private consumption of goods and services are analyzed. Here, some particular questions stand in the forefront: Which ways of distribution were typical in certain periods of time? What was the typical retail store in those periods of time? When particular new products became part of the mass consumption of goods and services? The project investigates the, firstly, separated, then, secondly, unified way(s) into the mass consumer society, with goods and services becoming formative elements in the definition of goals of consumption as well as in the characterization of the behavior and the thinking of consumers. Furthermore, the motifs of the actors during the process of structural change itself and the interactive influencing stand, as far as it is possible, in the focus of the study. Finally, the perception of developments in the retail industry of the, respectively, other German state by authorities and the population represents another topic of the study. Here, especially, the East Germans observation of developments in the Federal Republic will be considered. Results are to published in a monograph. Some detailed results have been published, already, in articles.