Анализ социальных страхов современных пенсионеров (на примере практик потребления продуктов питания)

Abstract

This article discusses the collective fears peculiar to people of the third generation and associated with consumer practices. The author analyses various methodological approaches to the study of fears of Russian and Soviet society. The author draws attention to the fact, that behavior of people of the third age is influenced by various groups of factors. A sociological study was conducted in the period from November 2017 to February 2019. The research method was an interview. The materials of the interview allowed to group consumer fears into three groups. The first group of fears is related to credit practices and banking products. The second group of fears is related to modern technologies. The third group of fears is related to food. The potential danger of food is a constant concern for the third age people. They are convinced that a modern man consumes substandard and harmful products, which provoke the development of many serious diseases and reduce life expectancy. Fears have a multi-layered nature. Pensioners are afraid not only of the toxicity of products, but also of unreliability of the information provided about these products. Consumer fears express deep-rooted attitudes and stereotypes in relation to all new and alien things: fear of new social conditions and norms, fear of market mechanisms of production and distribution of goods, alien forms and symbols of social and cultural life. Fear of all the new finds its continuation in consumer fears.