Give me two


Editorial

Here we are, standing and staring at the endless racks with countless goods, differing by their packing, price and, perhaps, some qualities – otherwise, why should people manufacture so many identical products differing only by their trademarks? We pretend we know the difference – actually, we are experts in practically everything, from smartphones to façade paint, yet thinking that it would be good if this damned rack in the store could be at least a couple of meters shorter.

“Can I help you?” the shop assistant comes to rescue. Yet, we feel irritated. “No thanks", we say contrary to our common sense. Finally, we make a choice. The arguments for that are different: from “This thing was shown yesterday on television; actually, I don’t watch TV, only when I am visiting my parents” to “I am not going to buy this: it is advertised everywhere. I am not buying it, I am too smart for it”. Then we go to the cashier, pay with our credit card, and now we have to prove to all, and first of all, to ourselves, that we have made the right choice, manifesting different degrees of aggression and self-confidence. We have definitely made our own choice.

We were born at the turn of two eras. Not many of us stood in lines, bought food for coupons, or rejoiced at a Hungary-made wall system or Yugoslavia-made high boots. We are making pourover coffee instead of making moonshine, and Pelé and the Indian elephant were not the icons of football and authentic Indian tea but just Pelé and an Indian elephant. We condescendingly look at the old-time atavisms, happy to see a different life. The life of diversity, globalization and freedom.

We decide ourselves which of the two aggressive commercials to trust, we decide ourselves in which shop to buy the Converse keds, we decide ourselves to take a new loan and put our own signature under the bank loan agreement, by our own hand and at our own will. No doubt.

Converter is starting the talk about what we consume and what to do, if it seems to us that the freedom of choice does not bring about the long-desired catharsis to us. Our authors will tell you how to buy reasonably, how to be thrifty and how to save, how not to buy the unnecessary things and how to buy the necessary ones. We will take a look into the new temples of the consumption era, will talk about advertising as the engine of trade, and, of course, will touch upon the paper which is used in the modern world as a measure of prosperity. Enjoy!

Sincerely
Converter Editorial Board
Goethe-Institute Novosibirsk


Konverter Editorial Board

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