CONSUMPTION AS A METHOD OF CONSTRUCTING INDIVIDUAL IDENTITY*
Kuznetsova L. V.
Kuznetsova, Lilia Vladimirovna – Candidate of Science (Philosophy), Senior Lecturer, Department of Philosophy and Socio-Political Disciplines, Amur Humanitarian-pedagogical State University (Komsomolsk-on-Amur).
The paper considers the problem of constructing individual identity in consumption. Analysis of external socio-cultural factors allows the author to distinguish historical types of identity. Special attention is paid to considering dialectics of the "I" and "self" of a person. The author connects the state of identity of contemporary Western man with the phenomenon of the crisis of identity which emerges in connection with the increase of the deficit of social reality.
Key words: "I", "self", clan identity, role identity, conciliar identity, gregarious identity, deficit of reality, true identity, illusory identity.