СУСПІЛЬСТВО СПОЖИВАННЯ: ІДЕОЛОГІЧНИЙ ПРОСТІР СИМУЛЯЦІЇ ЗАДОВОЛЕННЯ

Abstract

Досліджується сучасне суспільство споживання як символічний простір,
центрований ідеологією консумеризму. Доводиться, що ідеологічний вплив споживацтва
ґрунтується на продукуванні бажань і симуляції їх задоволення. Анемічна людина
ринкового суспільства втрачає здатність бажати: консумеризм відчужує бажання,
створюючи відповідну індустрію.

Кораблёва В.Н. ОБЩЕСТВО ПОТРЕБЛЕНИЯ: ИДЕОЛОГИЧЕСКОЕ
ПРОСТРАНСТВО СИМУЛЯЦИИ УДОВЛЕТВОРЕНИЯ Исследуется современное
общество потребления как символическое пространство, центрированное идеологией
консумеризма. Доказывается, что идеологическое воздействие потребительства
основывается на производстве желаний и симуляции их удовлетворения. Анемичный
человек рыночного общества теряет способность желать: консумеризм отчуждает
желание, создавая соответствующую индустрию.
Ключевые слова: общество потребления, консумеризм, идеология, симуляция,
желание, анемичный человек.

Korabljova V.M. CONSUMER SOCIETY: THE IDEOLOGICAL SPACE OF
SATISFACTION SIMULATION The modern consumer society is investigated as a symbolic
space, centered with the ideology of consumerism. It is proved that the ideological influence of
consumerism is based on producing desires and simulating their satisfaction. Herewith
consumerism is regarded to be an epiphenomenon of scientific and technological progress.
Grounding on the ideas of the Frankfurt School (Theodor Adorno, Herbert Marcuse), the
cornerstone features of modern Western civilization are examined: it is saturated with technical
rationality that has become a tool of power over humans. The repressive nature of modern
civilization is supported with the invasion of technological reality into the personal space, with
its control over human intentions, with substituting freedom for comfort. Using media, a
standardized lifestyle is created and imposed, declaring consumption as the key value. A number
of needs are socially constructed, their satisfaction meant to create the illusion of happiness.
Thus the developed industrial society through “informational imperialism” (Erich Fromm) puts
man into one dimension – consumption, where individuality is replaced with the dominant
universal reality. Jean Baudrillard emphasizes that all needs are socially constructed and
therefore the dichotomy “true needs – false needs” is meaningless. Goods acquire their values
through the procedure of symbolic coding. Thus the imperatives of production, prevailing in the
past century, gave way to the imperatives of signification. In the post-Ford economics
advertising and marketing are at the cutting edge, as they appeal to a lifestyle and an identity of
a consumer, establishing differences and – the most important – forcing the latter to desire. A
person of the XXI century is anemic: (s)he is not able to wish anything on her/his own. So the
industry of desire arises: the consumer society alienates a desire from a person and
institutionalizes it, simulating its satisfaction.
Keywords: consumer society, consumerism, ideology, simulation, desire, anemic person.