Abstract
The article deals with the image analysis as one of the instruments for monitoring and managing the social behaviour of people in the modern consumer society. Under the conditions when the utilitarian role of goods has largely fallen by the wayside, the symbolic status reality appeared for the first time, whose material signs are goods. The image without losing its full instrumental function in some particular cases usually acquires a new role commonly recognized and legalized from the position of the internal coercing apparatus in order to ensure the intersubjective organization of internal experience within the stable and predictable functioning and reproduction of the system. On the one hand, the traditional external coercing apparatus in its repressive and supervisory function is applied to the antisocial behaviour, its experiencers are oriented to the symbols outside the system requiring reproduction. Secondly, its effect also extends to those social strata that for one reason or another have dropped out of the "race for consumer status". But even in this latter case, it also tends to reduce the direct impact in favour of autonomous self-control.
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