Abstract
A specific feature of the modern world is the capitalization of not only ideas, objects, social practices and institutions, but of the world itself. Branding is a special process, allowing the construction of an acceptable picture of reality that is independent of the practices of care and political domination. It initially focuses on a desired and expected target. The main topic of the present research is the phenomenon of the “Big Bang” in the cultural and social field. The analysis of transformation of scientific theory into a metaphor of sociocultural reality enables us to trace the mechanism of symbolic creation in modern society. Its study contributes to revealing the peculiarities in redistribution of symbolic capital as well as benefits and privileges that a «world-brand» has in comparison with “world-pictures”, “world views” and other forms of symbolic capital. The “world-brand” as a result of symbolic creation in the cultures of post-industrial civilization can be represented in the explicit parameters.
Highlights
The socio-cultural functions of a brand in the contemporary culture have become the subject of a detailed study by S
The British scientist Stephen Hawking has a special place in this process. His name is associated with the development of scientific justification of the physical explanation of the universe, and with the fact that scientific theory was transformed into the socio-cultural phenomenon of the “Big Bang”, in which the universe, presented as a space of “everything”, turns into an object of global consumption
According to the information provided by Scopus, Stephen Hawking represents the University of Cambridge (Cambridge, United Kingdom) in the world scientific community
Summary
The socio-cultural functions of a brand in the contemporary culture have become the subject of a detailed study by S. Brand review in the strategies of economic order is presented in the works of P. The formation of branding mythology in the society of global consumption was the subject of comprehensive reflection by S. In the aspects of local identity and innovative brand identity the problem is presented in the works of A. The description of the phenomenon of branding of the world is a promising direction for the study of global strategies of socio-cultural dynamics. While the industrial capitalism associated the world with a “vague object of desire” for human personal fulfillment, the post-industrial societies see the world as a vast space of global interactions. If in industrial civilization one' s personal fulfillment is the highest human need (it would be enough to recall Maslow's pyramid of needs), in post-industrial civilization one has an exceptional and, perhaps, a dangerous ability to construct needs
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