Culture of consumption modern students in Russia

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CULTURE OF CONSUMPTION MODERN STUDENTS IN RUSSIA

Dr. Elena N. Narkhova¹

Dr. Igor M. Dobrynin¹

Assoc. Ekaterina G. Kalyuzhnaya ¹

Assoc. Diana A. Ovcharenko ¹

Master Ekaterina A. Platunova¹

¹ Ural Federal University named after the first President of Russia B. N. Yeltsin, Russia

ABSTRACT

In article is presented an analysis of the peculiarities of the consciousness and behavior of the student youth in the consumer sphere. Based on a sociological investigation, the models of typical consumer practices of Sverdlovsk region students are outlined.

Russia experienced a change of type of culture, value orientations in the XXI century. Formation of market relations contributes to formation of a market-oriented personality type. The concept is based on a relation to consumption as to a terminal or instrumental value.

The question about the meaning of life is not just a “final” question about life and death, destiny of a person, but it is also a situational question. After all, the whole human life consists of a set of various actions that are integrated into manifold social situations, contradictions, conflicts, different forms of communication, etc. During the whole life an individual achieves his/her goals, which are specified in objectives.

Sociology of culture considers consumption to be a sphere of socialization, formation of worldview.

Keywords: culture of consumption, students, consumption pattern, motives of consumption, identity.

INTRODUCTION

Formation of market relations contributes to formation of a market-oriented personality type. The result of sociocultural space transformation is inevitably accompanied by a change of worldview constants, first of all, terminal values, sense and life orientations. The concept is based on a relation to consumption as to a terminal or instrumental value.

A life project of a “human-consumer” is determined by the priority of value and notion principles. Labor and consumption are the terms of the same nature, but vector-opposing. When considering consumption to be a terminal value, vector is directed at the person. In this case, consumption is a life and notional orientations, the ultimate goal (even in case of symbol creation, the so-called “goal” is a place in society). If we consider consumption to be only an instrumental value, activity vector is directed at transforming the world, for the life and notion orientations are conversion, creation, implementation of essential powers. Thus, sociology of culture considers consumption to be a sphere of socialization, formation of worldview.

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