Leipzig Trade Fair in 1950s: between decision-making and consumption

Abstract

Evolution of consumerism in the East German society in the context of holding the Leipzig Trade Fair in 1950s is considered in the article. The beginning of 1950s is characterized by restoration of national economy and the party leadership faced new challenges: the June events of 1953 showed the leadership the necessity of carrying out social reforms on improving the material welfare of the population in order to strengthen its positions in the state. The Leipzig Fair was in its turn a showcase of progress of people's economy of the GDR designed to form an image of developed production of goods and services to the population. Analysis of consuming situation in the GDR is made within economic, ideological and social conditions of holding the Leipzig Fair by East German leadership. The activity of various institutions and ministries in the organization of the Fair and the role of the Leipzig Fair in improving consumering welfare in the state designed by the leadership are considered in the article. In the process of investigation, the authors use a broad range of sources including German and American researches on the history of consumption in the GDR and reports of the CIA on holding the Leipzig Fair. The authors come to conclusion that despite the SED leadership realized the importance of carrying out social reforms on improving welfare of the population, the Leipzig Fair served as a catalyst of inconsistency of East German planned economy as regards providing necessary growth of goods and services. The disruption of the traditional demand and supply system was one of the main obstacles, and feedback channels with the population created by the leadership did not result in a necessary link between the producer and the consumer. However, it becomes clear from investigation of the given topic that the population made an impact on carrying out social policy by the SED, albeit to a minor extent. It made the GDR leadership focus on public relation activity by means of agitation and advertising activity of the press office and advertising office of the Leipzig Fair by the end of 1950s.