THE ROLE OF MYTHS IN THE CONSUMER CULTURE

Abstract

Consumerism is a category that belongs not only to the field of economics, but also makes up a significant part of anthropology. In the infinity of freedom, a person, being weak by nature, acquires such existential qualities that would ensure his life despite nature. That is precisely why, at a certain stage of development, culture is formed as a new “ecological niche” of human existence. The transformation of the anthropological ability to consume has created a certain danger: constant “temptation”, “desire”, as well as the desire for “satisfaction” and “pleasure”. Consumer culture is a standard of values that produce, establish, limit, regulate and standardize the consumer content of a modern person. Not the last role in this system is played by myth. This myth has an artificially constructed form and allows focusing a person's attention on things or processes. At the same time, a person does not think about the essence of these things and processes. In this study, we will consider the structure of the myth: its formation in archaic-traditional and modern images. We will also try to substantiate the opinion that the artificial myth-making to which modern culture is inclined is nothing more than a process of groundless simulation and entering into an illusion, and also causes the “disease” of modernity, both at the social and spiritual level of a person. Within the limits of the culture of consumerism, practices of automatic and unconscious acceptance of everything postulated by the myth are established. And the extremely hasty thinking of today's people leaves no room for prudent critical thinking. A person looks at a myth, as if he were an amazed discoverer of a natural wonder. In fact, in this way, he becomes disappointed in him and moves on to the next mythologeme. This is due to the fact that the culture of consumerism forms the language “on the contrary”. It takes the empty illusion of the form of myth and tries to give it temporary meanings and juggles the latter to support the illusory functioning and viability of man within it. That is why, in our investigation, we turn to the archaic myth, which is an “exemplary” model of myth-making.