Culture and transformation of needs

The problem of the consumer society is one of the most Intrusive and discussed at length, philosophy and culture. Existing dramatic contradictions permeate the whole of the communicative and existential experiences of modern man. The article attempts to summarize the main ideas and concepts that came in modern philosophy together with the new realities of the consumer society. Analyzing the views of modern theorists of society, the author identifies new points of view and new concepts that date back to the evolution of philosophical theories of consumption. Referring to such philosophies of the twentieth century, as “need”, “simulacrum”, “desire”, “value”, “status”, etc., the author links them with a sense of the processes, functions, tasks inherent in a consumer society. The article discusses the idea, according to which an important characteristic of modern civilization is a mythological understanding of consumption. The work examines the nature of changes in the choice of values from traditional society to the consumer society. Social system based on consumption and repressive needs, can radically change the morphology of public relations, based on traditional hierarchical relationships. The author comes to the conclusion that the consumer society lead to a fundamental shift in views about human nature, changing many of the traditional boundaries of social order.