Communicative paradigm of modernity: cultural aspect

Abstract

The article contains an overview of communicative realities corresponding to the present state of culture and society. Modern culture is marked with noticeable predominance of subject-to-object relationships, indicative for consumer society. Since consuming strategies are decisive for socio-cultural identification, it seems reasonable to enrich the thesaurus of culture studies with material of marketing investigations that describe a variety of human activities in terms of consumption of goods and services as well as emotions, cultural values, ideas etc. As a particular case of this promising tendency we may regard principals of efficient communication elaborated in terms of marketing and insistently spread over a wide field of cultural interactions.