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Contemporary sociocultural reality is changing at so fast a pace that interpreting it becomes difficult. One of the notions that have long been in use, but still remains operational through constant rethinking, is that of the ‘consumer society’. Three decades ago it was considered characteristic of Western society only, and laden with negative connotations. The article analyses the system of values of Western consumer society and the extent to which it fits into the economic system of Euroatlantic civilization. At the moment it is clearly understood that consumer society is a universal phenomenon which arises where the market economy takes root and goods are in sustainable abundance. To keep up production rates, an ever increasing consumption of goods and services is needed, and in their turn, advertising and mass media shape a new type of individual – the consumer. Although consumer society has traditionally been typical for developed economies of the West, in post-WWII USSR it was also developing fast. However, commodity fetishism was sufficiently limited by both internal values and deficiency of goods. The economy of today’s Russia is markedly different. The abundance of goods corresponds to the media’s efforts to promote the values of increased consumption. Loaning institutions, public opinion and advertising have joined forces to support the values of consumption. However, the sociocultural structure of the Russian society still largely relies on the values of previous generations and do not fully match the principles of free competition - in fact, they often are in direct opposition. Thus the main goal of the state should be to promote the rise of active and creative citizens, rather than consumers.

Общество потребления и ценности российской цивилизации