Consumption in the context of globalization
The article is devoted to the cultural universalization of consumption in the context of globalization. It is shown that national communities today are not considered as political entities, but rather as economic formations, parts of the consumer market. Globalization creates a unified world, but not an open and diverse one. This world does not have a pluralistic, cosmopolitan character, but, on the contrary, is rather a single commodity world. In it, local cultures and identities lose their roots and are replaced by symbols of the commodity world taken from the advertising and image design of multinational corporations. Images of the consumer as a kind of virtual Chimera do not have the ability to unite society, do not contribute to the task of achieving loyalty. Many of the values that strengthen society, such as historical values, are not supported by popular culture.