Культурная идентичность современной молодежи в контексте общества потребления

Abstract

The article deals with the actual problem of the formation of cultural and social identity of Millennials generation. Russian researchers (V. Kotlyarova, A. Priepa, E. Sapozhnikov, V. Terin) and foreign sciences (S. Miles, J. Mowen, D. Tapscott) hypothesized that consumption is a mean of social communication, method of organization of social relations and significant comparisons. However, given the nature of changes in the life of people, it is necessary to continue scientific research, in particular focusing on the generation of modern young people. The purpose of this article is to consider the influence of the values of postmodern culture on cultural identity and its actions in the process of consumption. In the course of the analysis and generalization of the results of the study, we identify the main characteristics of the consumer society, which influence the values and value orientations of modern youth. The author identifies and structures the correlation between the values inherent in young people and their consumer preferences. As a result of the study, we analyze the implementation of subjectivity of the younger generation, associated with the demonstration of a certain lifestyle through consumer behavior. During the research, we used General scientific and philosophical methods of cognition. Studying the process of transformation of the cultural identity of modern youth in the context of consumer society, we used historical, philosophical and hermeneutical methods, as well as philosophical, anthropological and axiological approaches. The study shows that for modern youth consumption is the process of identity formation, where brands and lifestyle are an important part of the manifestation of values and value orientations formed in the process of socialization in modern cultural conditions. The author concludes that the process of consumption transforming, significantly influencing the construction of identity and personal image of the individual as a full-fledged actor of modern consumer society. The prospects of further study of the problem of cultural identity of young people in the context of consumer society are associated with a detailed review of consumer practices of young people, as well as philosophical and anthropological justification of the transformation of the “consuming person” in the period of transition from industrial to postindustrial society. Highlights 1. The study reveals the essence of the concept of “identity” in the context of socio-cultural processes in the post-industrial society. 2. The article identified distinctive features inherent in the consumer society, which had an impact on the formation of the value system of young people; 3. The study found correlations between the values inherent in modern youth and their consumer preferences.