Abstract
In the article, through a comparative analysis of the discourse related to the description of economic free market processes and discourses related to cultural processes, we are looking for a research perspective that allows to examine the mutual influence of these cultural processes.
 If we analyze the descriptions of socio-economic changes in countries such as Poland or the Baltic countries, it turns out that their path to increase economic competitiveness is similar. It is associated with market changes but also a cultural change in a broader context.
 Thus, one can hypothesize: the individual is free in the world of thought, however, in the world of phenomena, freedom does not exist. This hypothesis developed for societies that introduced a free market would be: the individual in the consumer society is free in the world of his thoughts but in the world of market phenomena he is subject to independent processes.
Highlights
In research on cultures of the turn of the millennium, there are metaphors related to free market phenomena, such as: culture supermarket, temple of consumption or even marketization of the subject
It is worth emphasizing that the economic changes we recall here can be observed on the examples of countries moving from a planned economy to a free market economy
If we analyze the descriptions of socio-economic changes in countries such as Poland, the Baltic States or the Caucasus, it turns out that their path to increase economic competitiveness is similar
Summary
In research on cultures of the turn of the millennium, there are metaphors related to free market phenomena, such as: culture supermarket, temple of consumption or even marketization of the subject. It can be noticed that culture researchers often talk about processes called the culture supermarket These considerations are aimed at finding the answer to the question whether we are not dealing more with the culture of the supermarket. It is worth emphasizing that the economic changes we recall here can be observed on the examples of countries moving from a planned economy to a free market economy. It is about the transformation of a society that had no chance of being a consumer, which resulted from a lack of goods in a society of excess goods that are not available to everyone. Alan Aldridge, dealing with cultural processes related to marketization, states that “The sense of the metaphor of the invisible hand lies in paying attention to the capital
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