THE CASPIAN REGION:Politics, Economics, Culture

Scientific journal

Consumer culture of the Russian society: myths and reality

2014. №4, pp. 242-246

Marmilova Marina Alekseevna - Undergraduate, Astrakhan State University, 20Р° Tatishchev st., Astrakhan, 414056, Russian Federation,

Mass society creates consumer culture which is based on the program of consumption of benefits by all members of society. The consumer, leaning on available resources, fits into a framework of this cultural program. The consumer culture is a peculiar mechanism of people’s adaptation in society. In different countries the structure of consumer culture differs. In Russia, owing to historical conditions, the culture of consumption has the pronounced specifics.

Key words: культура потребления, культурное поле, брендинг, программа потребления, стандарты поведения, consumer culture, cultural field, branding, consumption program, behavior standards