Romanians from Serbia in Denmark
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public their successful <strong>in</strong>tegration <strong>in</strong> the consumer economy. Although<br />
<strong>in</strong>dividual, such adventures are consumed collectively as a way of<br />
<strong>in</strong>creas<strong>in</strong>g the status of the entire group.<br />
Integration Through Consumption: The House ‘At Home’ and<br />
the New ‘Home’<br />
In general, the successful <strong>in</strong>tegration of the <strong>Serbia</strong>n Vlachs has been closely<br />
l<strong>in</strong>ked to the consumer society. Butwhat does this imply, and what are the<br />
migrants so eager to ga<strong>in</strong>?<br />
Interest<strong>in</strong>gly, both young and old declare that they f<strong>in</strong>d the build<strong>in</strong>g of<br />
large houses <strong>in</strong> the village of orig<strong>in</strong> unreasonable and irrational.<br />
Nevertheless, the home ‘at home’ persists as both a moral commitment and<br />
a f<strong>in</strong>ancialburden. Great efforts are <strong>in</strong>vested <strong>in</strong> the constant refurbish<strong>in</strong>g of<br />
the large and only partly <strong>in</strong>habited houses, to keep up with the latest<br />
fashions <strong>in</strong> homes and gardens. These beautification projects reflect<br />
obligations toprovide a decent shelter for retirement while demonstrat<strong>in</strong>g<br />
the status and success acquired <strong>in</strong> the course ofmigration. But there is also<br />
a more collective dimension—the beautification projects also serve to pay<br />
respect tothe village by rais<strong>in</strong>g its status vis-à-vis the surround<strong>in</strong>g villages.<br />
This visibility, however, is mostlydirected towards the <strong>Serbia</strong>n public. In<br />
order not to stir up jealousy, the size and attractiveness of the <strong>Serbia</strong>nhouse<br />
is usually not made visible to Danes.<br />
As settlement <strong>in</strong> <strong>Denmark</strong> has become more permanent, the home <strong>in</strong><br />
<strong>Denmark</strong> has also acquired value as a symbolicpo<strong>in</strong>t of reference, not only<br />
for the <strong>in</strong>dividual family, but also for the groups’ collective identity. For<br />
many Serbs <strong>in</strong> <strong>Denmark</strong>, the detached house stands out as the most<br />
important marker of <strong>in</strong>tegration and participation, the most obvious<br />
expression of their commitment to Danish society, and a way of <strong>in</strong>volv<strong>in</strong>g<br />
oneself. In <strong>Denmark</strong>,the house (as well as the car and the large TV set) has<br />
become a visible marker of membership <strong>in</strong> the consumersociety. What is<br />
<strong>in</strong>terest<strong>in</strong>g, however, is that, while the houses <strong>in</strong> the home town are built to<br />
impress, theSerbs’ houses <strong>in</strong> <strong>Denmark</strong> usually look like any other house on<br />
the road: <strong>in</strong>deed, the owners take pride <strong>in</strong> nothav<strong>in</strong>g any sign of difference<br />
displayed on the façade. Here the project is one of <strong>in</strong>visibility and