"International playboy": transformation of the concept "father" in the era of brands (on the material of Windows on the world by Frederic Beigbeder)

On the material of the "Windows on the World" novel by Frederic Beigbeder, the article analyzes the concept of "father" in the context of the ever-growing role of the brand at the turn of the 20th and the 21st centuries, which entails the deformation of traditional values, such as: family, home, love. The emergence of the concept of "international playboy", which personifies the new concept of the archetypal image of the father, is also considered. The head of the family is a hedonist who does not have the ability and desire to assume responsibility for fulfilling the father’s traditional social role. The relationship of Beigbeder’s hero, Cartier Yorston, with his sons and the ways of satisfying their love needs from both children and adults, in the context of the artwork under consideration, are yet another proof of leveling of old values.