Anthropology of modern (erotic) love: from intimacy to privacy technologies

The object of the study is love as an attribute of human existence; the subject is the transformation of the erotic love feeling in mass society - the «consumer society» of things and people. The article examines the genesis of the private relationship as a substitute analogue for love in the «mass man». It shows how the modern «society of experiences» has shifted from the consumption of things (demonstrative) to the consumption of the Other as a means of self-realization, a unique source of impressions for one's own Self, resulting in a new type of emotional interaction between the Self in the space of partner relationships that outwardly resemble, but essentially mimic, love. It is emphasized that the modern neo-narcissist, whose self is focused on the search for self, comfort and pleasure (mainly in the sentimental sphere), does not seek love as an authentic form of intimacy (although as a social ideal love still remains, so the 'art of love' is relevant). It is to a greater extent (due to its constitutive axiology) aimed at mastering the technologies of building the private sphere of one's own being, a significant part of which is partnership as an opportunity to establish the closest possible human contact.