Abstract
This article can be divided into two parts. The first reveals the essence of the process of how capital in the conditions of modern consumer society absorbs anti-consumer discourse and neutralizes the subversive component from it. Films and books that expose manipulative advertising and branding technologies become brands. Cultural products directed against the values of consumer culture are widely replicated and integrated into the trade flow. In the second part, we will consider the reverse side of the phenomenon of absorption, namely, the history of how the Bolshevik movement, in turn, put elements of capitalist culture at its service. The phenomenon of absorption, immanently characteristic of both capitalist and communist projects, is pointed out. The methodological basis of the research is the neo-Marxist method. The work is carried out in an interdisciplinary style: the author uses philosophical, political, sociological and historical approach.
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