In modern society, mass culture plays a key role in shaping the culture of consumption. It not only determines what people buy but also influences how they perceive the world, their place in it, and even themselves. Mass culture sets standards of beauty, success, and well-being, which fuel consumer demand and create a constant desire to acquire more goods and services to achieve these ideals. [2, p. 5].
Mass culture, spreading through media, advertising, and other means of communication, shapes uniform models of behavior and values. These models gradually integrate into individual and collective consciousness, defining consumer priorities. A new type of social identity emerges, based on belonging to specific consumer groups and owning particular goods or brands. [1, p. 27].
One of the negative consequences of mass culture is the commodification of cultural symbols, where traditional values and rituals are transformed into commercial products. For instance, national holidays or folk traditions may lose their true significance when used as marketing tools to increase sales. [3, p. 41].
The culture of consumption under the influence of mass culture can exacerbate social inequality. People who cannot afford to meet imposed standards often feel socially isolated or marginalized. This leads to further stratification of society based on economic opportunities.
Mass culture stimulates irrational consumption, which in turn leads to significant environmental problems. Continuous production and consumption of goods lead to the depletion of natural resources and environmental degradation. Changing consumer practices and rethinking values become necessary for preserving the planet.
In today's world, there is a growing awareness of the need to transition to more sustainable and ethical consumption models. The revival of local cultures, the preservation of diversity, and the development of eco-conscious consumer practices may become key directions for the future development of the culture of consumption. Mass culture must adapt to new challenges, supporting not only economic but also social and environmental values. [4, p. 11].
Thus, mass culture plays a significant role in shaping modern consumption culture. Its impact is multifaceted and includes both positive and negative aspects. In the future, it is important to find a balance between consumer needs and the preservation of cultural and environmental diversity, which will ensure sustainable development of society. The formation of new realities of mass culture and consumer society led to a number of crisis phenomena of an ontological and worldview nature. The purpose of the article is to analyze the worldview accents of modernity from the philosophical point of view of mass culture and consumer society, to outline social transformations inherent in social categories of thinking. General scientific methods of analysis of synthesis, deduction, and induction were used to write the article. The results highlighted the main characteristics of mass culture, it was established that it has a specific influence on worldview aspects. Mass production replicated mass things, chimeras of characters, values, etc., which became obsessive in society. Consumer society has turned consumption into the meaning of life. Consumption received leading roles in creating a new type of relations in society, transforming them according to its own development scheme. Consumption has become the dominant socio-cultural aspect in people's consciousness, which has pushed the economic effect into the background. This has led to the formation of a crisis of identities throughout the world, as traditional national ways of demarcation are replaced by social. The conclusions suggest turning to the ideas of the Post-Enlightenment, which contain elements of consumerism. [5, p.212].
References
1. Kovalchuk O.I. The Influence of Mass Culture on the Formation of Consumer Priorities. Modern Cultural Studies. 2019. No. 4. 22-29 p.
2. Petrenko M.V. Social Aspects of Consumption in the Context of Globalization. Kyiv: "Naukova Dumka" Publishing House, 2020. 320 p.
3. Ivanenko L.P. Ecological Challenges of Consumer Culture: Solutions. Ecology and Society. 2021. No. 2. 45-53p.
4. Honcharova T.M. Mass Culture and the Commodification of Traditional Values. Cultural Studies Almanac. 2018. No. 5. 10-17p.
5. Semenova O.Yu. The Development of Consumer Culture in the Digital Age. Lviv: "Prosvita" Publishing House, 2022. 410 p.
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