Page "Khrushchev Thaw" Paragraph 44

The Kitchen Debate at the 1959 Exhibition in Moscow fueled Khrushchev to catch up to Western consumerism.

The “ Khrushchev regime had promised abundance to secure its legitimacy .” The ideology of strict functionality concerning material goods evolved into a more relaxed view of consumerism.

American sociologist David Riesman coined the term “ Operation Abundance ” also known as the “ Nylon War ” which predicted “ Russian people would not long tolerate masters who gave them tanks and spies instead of vacuum cleaners and beauty parlors .” The Soviets would have to produce more consumer goods to quell mass discontent.

Riesman ’ s theory came true to some extent as the Soviet culture changed to include consumer goods such as vacuum cleaners, washing machines, and sewing machines.

These items were specifically targeted at women in the Soviet Union with the idea that they relieved women of their domestic burden.

Additionally an interest in changing the western image of a dowdy Russian woman led to the cultural acceptance of beauty products.

The modern Russian woman wanted the clothing, cosmetics, and hairstyles available to Western women.

Under the Thaw beauty shops selling cosmetics and perfume, which had previously only been available to royalty, became available for women.