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The authoress discusses the propaganda of capitalism in the press discourse from the years 1989-1991, based on an analysis of texts published in the Warsaw daily 'Gazeta Wyborcza' and the Polish weekly 'Wprost'. The rhetoric of transition (or 'transformation') that is used there encouraged people to be entrepreneurial (mainly through the presentation of model individuals) and helped to form consumer attitudes. The authoress presents the image of the early stages of reform that was conveyed in the press, and its reflection in sociological studies; the autorepresentation of entrepreneurs in the press discourse; distinctions between the different possibilities offered by consumerism and the problems of postsocialist advertising, as well as the paradoxes of early capitalism as revealed in this press discourse.
In the post-Soviet era, self-identification has been a priority issue that has shaped the public discourse in all East and Central European states. The local intelligentsia produced or renewed a wide range of ideologies which tried to place their more or less democratic, 'reborn' country on the global or regional map. At the same time, Western scholars specialized in Slavonic or Eastern European Studies (many of which were emigrants of these countries) also tried to reconfigure the global symbolic geography in various ways. From the mid-1990s, one of these latter attempts has been the excession and application of the terms 'postcolonial' or 'postcolonialism' on the so-called postcommunist societies. This essay calls attention to the history of this idea and explores the discursive conditions of the claim arguing that while in the context of public remembering it might be acceptable to use such a framework, it is hardly applicable to the whole region without any differentiation.
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