Communicative paradigm of modernity: cultural aspect
- G.V. Plekhanov Saint Petersburg Mining Institute
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.
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