KeywordsОБЩЕСТВО ПОТРЕБЛЕНИЯ, ПОТРЕБИТЕЛЬСТВО, СОЦИАЛИЗАЦИЯ, СОЦИАЛЬНО-КУЛЬТУРНЫЕ ПРАКТИКИ, РЕФЕРЕНТНАЯ ГРУППА, РЕПЛИКАЦИЯ, СУБЪЕКТНОСТЬ
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AbstractСтатья посвящена исследованию особенностей социализации в обществе массового потребления. Показано, что потребительство как социально-культурная практика обладает свойством самовоспроизведения (ауторепликации). Потребительская этика направлена на гомогенизацию социализационных процессов, что приводит к кризису идентичности, существенной трансформации субъектности.
A new historical socialization type is becoming firmly established in modern society, which is characteristic for the society of mass consumption. The culture of consumerism supplants the person-oriented culture or levels its values. Since this supplanting is approved and even stimulated, encouraged and praised by the society, a person finds it difficult to act counter to the social norms and "go beyond" the actuality. In modern classless society, under the influence of post-modern culture to a great extent, consumption develops from a material practice into a socio-cultural one. It starts to dominate other aspects of human life and social spheres. In this case, consumption becomes a certain vital strategy of a person, a habit determining the world outlook priorities. Consumed goods and services get represented as symbols of success and social status. They become the main factors of successfulness and life satisfaction. Socialization of a modern person is realized more through the consumer culture and the consumer practices (practices of momentary joys and pleasures). Being uniform (homogeneous), these practices are characterized by superficial and hedonistic attitude towards reality, as well as by effortlessness and, therefore, subjectlessness, while socialization by definition is aimed at developing subjectness in a person since the program of subject's activity takes the central place in it. Tendencies in socialization processes are changing dramatically as well. Social relations traditionally formed by the synergic development of a person and society are actually substituted by the mechanistic relations of a "production consumption" type. Social mobility is reduced to consumer mobility in most cases. Consumed goods and services become the centre of social relations, a condition for entering certain social strata, and signs of successful socialization. As a result, consumer mobility becomes a condition for social mobility objectivation. A person still considers him-/herself as a subject, but the growing objectness of a person in the consumer society is getting more obvious. The ability to consume becomes the only source and the main substance of subjectness (pseudosubjectness). Being a universal criterion of subjectness, this source in fact destroys it. The hedonism of consumer culture causes spiritual and moral reduction of subjectness since any subject manifests him-/herself only via self-activity. That type of sociality that is formed in the consumer society does not contribute to the revealing and upbringing of subjective reality. Subjectivation as a per son's setting of him-/herself into the world as a subject is substituted here for the "acquisition" of subjectness by searching for support for the self in the consumed goods and services as the symbols of social status. The development of the new historical type of socialization, which is characteristic for the society of mass consumption, leads to the reduction and neutralization of subjectness. This particular socialization brings a variety of socialization effects to just one the ability to show consumer (and, therefore, social) activity.