The tendency to demonstrativeness in the consumer society
https://doi.org/10.31660/1993-1824-2022-4-39-51
Abstract
The problem of this work is the research ambiguity regarding the phenomenon of consumerism, namely its essential characteristics.
The article shows the sociological essence of consumerism, which is characteristic of the capitalist way of life. This essence is connected not just with consumption for the sake of reproduction of life, but with consumption as a way of demonstrating oneself in front of other people. Consumption is associated with the desire for self-positioning, demonstrating status in public. The admiring gaze of an outsider is elevated by the consumer into the meaning of life. More correct in relation to the consumer society is not the dichotomy of "to have or to be", but "to be or to seem". Under the conditions of capitalism, the functioning of advertising resembles a decentralized conglomerate of power relations, where numerous competing advertisers exercise micro-power over their addressees through their suggestive actions.
About the Author
A. N. Il'in
Omsk State Pedagogical University
Russian Federation
Russian Federation
Alexey N. Il'in
Department of Practical Psychology
Omsk
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Review
For citations:
Il'in A.N. The tendency to demonstrativeness in the consumer society. Proceedings from higher educational institutions. Sociology. Economics. Politics. 2022;15(4):39-51. (In Russ.) https://doi.org/10.31660/1993-1824-2022-4-39-51
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