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New Assistant Professor: Olga Gurova

New Assistant Professor: Olga Gurova

As of November 1 2016 CC has a new assistant professor!

I came to the AAU from the University of Helsinki where I served as the Academy of Finland research fellow at the Department of Sociology, Faculty of Social Sciences, between the years 2011 and 2016.

Originally I am from Russia. I was born in Siberia and graduated from the Novosibirsk State University with an undergraduate degree in Sociology. Then I received MA degree in Sociology from the European University at St. Petersburg and PhD in Cultural Studies from the Russian State University for Humanities in Moscow. After that I worked as a docent (it’s a position in Russia, not only a title) at the National Research University – Higher School of Economics in St. Petersburg. Besides teaching, I have always been involved in research. I was a visiting researcher at the Helsinki Collegium for Advanced Studies, University of Michigan in Ann Arbor (USA), University of Illinois in Urbana-Champaign (USA) and Central European University in Budapest (Hungary).

My research interests include consumption studies, fashion studies, social theory, gender, migration and ethnicity, class, social network analysis, visual ethnography and film-making, qualitative methods of social research. In general, although the main focus of my research has always been consumption, I am using it as a lens to look at various social and cultural phenomena, such as politics, media, markets, social structure and inequalities, everyday practices and lifestyles. I am also interested in cross-cultural comparisons.

So far I have published two monographs, Fashion and the Consumer Revolution in Contemporary Russia (2015, London and New York: Routledge) and The Soviet Underwear: Between Ideology and Everyday Life (2008, Moscow: New Literary Observer, in Russian) and a number of articles, the most recent of which appeared in Journal of Consumer Culture and Scandinavian Journal of Hospitality and Tourism.

My current research is focused on fashion designers as creative entrepreneurs in Russia and in Finland. The purpose of this research is to understand how entrepreneurial activities in fashion evolve in different cultural and social contexts. This research will touch the issues of nation branding in fashion, state policies towards creative workers and small-scale entrepreneurship, peculiarities of creative labor, the role of communities and networks in creative entrepreneurship, career strategies of fashion designers, among others topics.

At the AAU, I am a part of the Culture and Consumption research group. I am looking forward to contribute to the group’s progress with my research projects and other activities. I will be happy to supervise students who are interested in the topics of consumption (for instance, political consumption, sustainable consumption, collaborative consumption and circular economy, nation branding and patriotism) and creative industries (in particular, fashion).  

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