Images of modernity in the XXIst century: craft capitalism

The article analyzes the phenomenon of craft capitalism from the point of social philosophy. The author draws a distinction between externally similar forms of traditional artisan economy, craft economy and the forms of contemporary craft capitalism. To better understand the general context and nature of the phenomenon the author addresses the context of late capitalism concepts that is determined by cultural logic of production and consumption. The article shows that the case of craft capitalism proves that the logic of mediatization, inherent to digital capitalism, is able to transform the experience of traditional items consumption and engender new forms of production and employment. The article problematizes the craft capitalism phenomenon in the context of the request for uniqueness and tiredness from mass replicated images and practices, showing that it can be seen as a practice with personal liberating potential