TRANSFORMATION OF DESIRE IN THE "POST-CONSUMPTION" SOCIETY

Abstract

The process of transformation of the theoretical model of desire as a phenomenon of subjective socio-cultural reality and the essential expression of the whole human being is comprehended. The methodological basis of the article consists of general scientific and philosophical methods of cognition; the authors rely on the dialectical method in studying the phenomenon of desire as the unity of the material and symbolic worlds. The causes and consequences of changes that occur in modern consumer society from the standpoint of “wishing human”, when the desire that actualizes the person of the subject is defined as a process carried out by man in everyday life. Socio-economic mechanisms are analysed, which, on the one hand, force a person to work constantly, and on the other hand – to rethink their needs and desires, transforming the latter, as a result of which it moves to the consumption of objects, many of which are incorporeal. The ontological aspect of the interpretation of desire as a way of social existence expands the knowledge of human nature and seeks to answer the question of why certain events occur in human existence and how they relate to human. It can be stated that the attempt to form a new hedonistic value system in the new generation was successful, and its key differences from the traditional hedonistic value system are immateriality, accessibility and a large number of adherents, which naturally follows from this accessibility. Multi-vector communication involves the possibility of varying the choice of freedom of the subject, which in actions and inferences is relative one, although there is a dependence on communication with sociality, a form of communication with which there is a desire. Subject and object are constituted by desire, which is the impetus for creation, change, movement, and acquisition.