The consumer society slowly took shape in Croatia during the 1950s; by the mid-1960s, a mass consumer society was developing at great speed, with all its laws, needs, habits, ways of thinking and behaving (Duda 2004: 60). As electricity, plumbing, bathrooms and flush toilets came in, new needs were felt for the possession of up-to-date household objects that were at the same time new markers of social differentiation. These items satisfied various desiderata over and above those implicit in their use value. But the adoption and utilisation of these novelties, precisely because of their use value, hugely influenced the lifestyle of rural and urban populations (the time required for the performance of household tasks decreased, the contents and manner of spending leisure time changed, greater opportunities for information and communication appeared) (Hodžić 1976: 50). The ownership of advanced technologies has always been used as an index of people’s individual wealth and the rise in their standards of living, as well as a status symbol in keeping up with the Joneses. The daily papers devoted a lot of special articles and columns to contemporary working women, particularly the monthly Svijet, where women could learn about lifestyle and spending. Irrespective of whether they earned a wage, women became promoters of consumer culture.
There were various advertising leaflets and flyers prompting
them to choose innovative household items, which could be bought on
the never-never. Igor Duda says that there was a particularly great rise in
hire-purchase agreements in 1956, when there was an increase of about
50%. This rise was particularly marked in the case of loans with a
two- and three-year repayment period, which consumers mostly used
for the purchase of various household appliances. From 1962 to 1965,
the demand for state-of-the-art appliances rose five times, while the real
purchasing power of wages increased by just a third, and the number of
hire-purchase loans by a fifth (Duda 2004: 65).
“Spending in the sixties was on the rise thanks to the earnings of increasing numbers of workers employed short-term abroad, who brought in new habits and previously undreamed of products and used their hard-currency earnings to boost the family standard of living” (Duda 2004: 68). “The support of the working class was won by the raising of the the quality of life. The purchasing power of the population started rising in 1970, reached its peak in 1979 and at the end of the eighties dropped back to the values from the early seventies” (Duda 2010: 156)
Up to the appearance of electricity, space heating mostly meant using
closed solid-fuel stoves. Solid-fuel ranges (wood and coal) were used for
cooking and space heating the room most time was spent in during the
day. In rural houses, these ranges have stayed in use down to this day, as
they have in some family houses in the cities as well. The introduction of
gas and electric cookers allowed food to be prepared simpler and faster,
and more numerous families could have combined (gas and electric) cookers,
which proved particularly practical in the 1980s when there were
cuts of both gas and electricity; such cookers were particularly popular
in the towns.
In the fifties most households did not have electric refrigerators
but used insulated ice-boxes. Into the boxes, or cupboards, they
would put big blocks of ice, from 3 to 5 kilos in weight, brought from the
Iceworks in today’s Bauer Street. This meant food could be kept cool for just two days, until the ice had
melted. Such iceboxes were in use from the 1930s, but in the mid-20th
century the mass production of fridges and their use in households started,
along with the design of their exteriors. Adverts for these appliances
mostly showed the doors open so as to depict the design of shelves and
compartments.
Advertising leaflet and flyer, 1960. Source: http://www.gorenje.com/highlights/en/press-information/gorenje-throughtime
Advertising leaflet 1960. / Sorce: Private archive: Mario Zrna
Advertising leaflet 1960. / Source: Private archive: Mario Zrna
Only in the 1960s did the rural population experience changes in lifestyle
and vital needs. “There were differences in the level to which these households were equipped according to the degree of social and economic development of the settlements and inside mixed farm households, depending on the number of members” (Hodžić 1976: 60). Alija Hodžić conducted research, on a sample of 150 rural settlements and 4,339 households in Yugoslavia, in which he analysed the dissemination of innovations in life style (electricity, mains water supply, bathrooms, flush toilets and so on) and of durable goods (cooker, fridge, freezer, radio, television, washing machine, motorbike, car and so on) and in conclusion points to the considerable differences between the aspirations and the possibilities of the rural population that “adopted the accumulation of goods as one of the basic criteria for social success. The interdependence of these facts opened the way to a consumer orientation. From this point of
view, one of the biggest innovations in rural life in this country is the consumer orientation” (Hodžić 1976: 65). During research into quality of life by the Social Research Institute data about how well flats in Novi Zagreb were equipped in 1984 showed that almost all, or the great majority, had
electricity, mains water, toilet, cooker, vacuum cleaner, refrigerator, washing machine and television. “Society has achieved a degree of prosperity such that at least the great majority of Zagreb people can meet their basic needs of life” (Krištofić 2015: 133). “As with socially owned dwellings, the higher the level of education, the greater the degree of ownership of these goods. Since they had acquired their dwelling from the state (society) they were able to invest the surplus in the private accumulation of goods and so show off their “social successfulness” (Hodžić 1976: 65). “Hence in research from 1990 to 2014 this criterion was not considered in the depiction of differences in quality of life” (Krištofić 2015: 133).
Assembled in the museum collection are examples of older models of refrigerators and washing machines, and a solid fuel range that in some way remained the characteristic object of every rural house, from the
1960s to the present day. Because of the constraints of space in the stores, other objects have not been collected, while interesting examples are to be found in the collection of the Zagreb City Museum and Zagreb Technical Museum.