Abstract
The article attempts to substantiate the hypothesis about the emergence of a new work ethics within the framework of late capitalism. Particular attention is paid to the issue of changing the meaning and value of labour for a person. As a result of the analysis, the author comes to the conclusion that modern labour is carried out in the union of man and technology, and the main reward for it is self-realization. Modern labour involves, on the one hand, intensified spending and increased consumption, and on the other hand, the need for a wider range of skills and abilities.
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