Mass consumer culture: modern trends and problems of study in the sociology of culture

Popular culture in the modern world is one ofthe iconic phenomena. It emerged as a result ofthe democratization of social relations, the development of mass society, industry and market mechanisms that stimulate production and consumption, as well as thanks to informatization and globalization, and thus, has become an important factor in the socialization of individuals and their adaptation to the conditions of modern life, the implementation of the principles of social equality and social solidarity ensuring effective social communication. The theoretical aspects of mass culture and mass behavior were developed in the works of Aristotle. He analyzed the decision-making process, the specifics of consumer culture and its upbringing. His discussions on the role of learning and habit in the formation of virtues, on the purpose of the state, on pleasures and many others received a refraction regarding consumer behavior. If we look at consumer behavior from a consumerist point of view, it would be very useful today to put the teaching of Aristotle "about the golden mean" as the basis for educating a cultural consumer.