ВПЕЧАТЛЕНИЯ НА ПРОДАЖУ: СОВРЕМЕННЫЕ ТЕНДЕНЦИИ В КУЛЬТУРЕ ПОТРЕБЛЕНИЯ

Abstract

The article discusses the dynamics of modern сonsumer culture, in which the emphasis shifts from goods and services to the impression. In this regard, the concepts of event marketing and impression marketing, widely used both in modern literature and in training courses, are understood. The analysis of modern cultural practices shows that they are designed according to the market laws and use marketing strategies applied to the material sphere, as a result of which «pseudo-events» come to the fore. Particular attention is given to the strategies of modern cultural institutions that create events to attract new visitors, as well as the role of social networks in drawing the attention of the general public to cultural events. In this regard, theories developed by cultural researchers are considered, critically analyzing the general trend of modern culture towards commercialization, spectacularity and entertainment. The importance of the concept of the cultural industry developed by the theorists of the Frankfurt School, as well as the works of J. Baudrillard and G Debord, revealing the essence of the simulative nature of сonsumer culture is emphasized. A number of conclusions is drawn regarding modern trends in сonsumer culture, which includes cultural production, as well as the inability of modern humanitarian discourse to conceptualize these phenomena using existing methods and approaches. This is confirmed by the fact that the critical theories of mass culture and сonsumer culture developed in the last century have not been continued in modern cultural thought, while the work of marketers is gaining increasing popularity and recognition. In these conditions, sociohumanitary knowledge needs to develop a new tool for analyzing dynamic processes in modern culture.