Consumer culture in the modern experience economy

The article considers the culture of consumption as a component of the experience economy, which is based on a new principle of consumption: cultural experience becomes a new commodity, and at the same time the most important are the emotional and sensory parameters of cultural phenomena and services. It is noted that from new cultural impressions and experiences, a new state of human subjectivity of the post-industrial era grows, which is not a byproduct of the experience economy, but acts as a generator of new needs, motives, and aspirations of the individual. the culture of consumption is a universal system of relations that are determined by the technological features of production and consumption, the dominant symbolic practices in the culture, models of activity and ways of responding to external influences. In the culture of consumption, the status positions of individuals and social groups, strategies for asserting their subjectivity and self-expression are represented. Post-non-classical analysis of subjectivity reveals not only the differentiation of its manifestations (goal orientation, reflection, free existence, self-development), but also the need for integrity and complementarity of these characteristics. At the same time, it is noted that the subjective determination of consumption acquires distinct features: the predominant emphasis on the affective-emotional aspect in the experience economy, leads to a more pronounced subjective conditionality of the choice of goods or services for consumption.