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DOI: https://doi.org/10.34069/AI/2023.65.05.24
How to Cite:
Zhylin, M., Maraieva, U., Krymets, L., Humeniuk, T., & Voronovska, L. (2023). Philosophy of mass culture and consumer society:
worldview emphasis. Amazonia Investiga, 12(65), 256-264. https://doi.org/10.34069/AI/2023.65.05.24
Philosophy of mass culture and consumer society: worldview emphasis
Filosofía de la cultura de masas y de la sociedad de consumo: énfasis en la cosmovisión
Received: February 21, 2023 Accepted: May 29, 2023
Written by:
Mykhailo Zhylin1
https://orcid.org/0000-0003-2898-4403
Uliana Maraieva2
https://orcid.org/0000-0002-2600-8532
Liudmyla Krymets3
https://orcid.org/0000-0001-7451-5208
Scopus Author ID: 57218567700
ResearcherID: AAI-1170-2020
Tetiana Humeniuk4
https://orcid.org/0000-0001-7740-0203
Liudmyla Voronovska5
https://orcid.org/0000-0003-2815-2500
Abstract
The formation of new realities of mass culture
and consumer society led to a number of crisis
phenomena of an ontological and worldview
nature. The purpose of the article is to analyze the
worldview accents of modernity from the
philosophical point of view of mass culture and
consumer society, to outline social
transformations inherent in social categories of
thinking. General scientific methods of analysis
of synthesis, deduction, and induction were used
to write the article. The results highlighted the
main characteristics of mass culture, it was
established that it has a specific influence on
worldview aspects. Mass production replicated
mass things, chimeras of characters, values, etc.,
which became obsessive in society. Consumer
society has turned consumption into the meaning
of life. Consumption received leading roles in
creating a new type of relations in society,
transforming them according to its own
development scheme. Consumption has become
the dominant socio-cultural aspect in people's
consciousness, which has pushed the economic
effect into the background. This has led to the
1
Senior lecturer Department of Practical Psychology, Odesa National Maritime University, Ukraine.
2
Candidate of Philosophical Sciences, Associate Professor of Philosophy Department, Faculty of Social Sciences, Uzhhorod National
University, Ukraine.
3
Doctor of Science in Philosophy, Main researcher, Senior researcher Social Science Department, National Defence University of
Ukraine named after Ivan Chernyakhovskyi, Kyiv, Ukraine.
4
Doctor of Philosophical Sciences, Professor of Department of Event Management and Leisure Industry Kyiv National University of
Culture and Arts, Ukraine.
5
Candidate of Philosophical Sciences, Associate Professor Department of Social Sciences Cherkasy Institute of Fire Safety named
after Chornobyl Heroes of National University of Civil Defense of Ukraine.
Zhylin, M., Maraieva, U., Krymets, L., Humeniuk, T., Voronovska, L. / Volume 12 - Issue 65: 256-264 / May, 2023
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formation of a crisis of identities throughout the
world, as traditional national ways of
demarcation are replaced by social. The
conclusions suggest turning to the ideas of the
Post-Enlightenment, which contain elements of
consumerism.
Keywords: mass culture, consumer society,
hedonism, modern technologies, worldview
crisis.
Introduction
Since the mid-1960s, European and American
thinkers have paid attention to the problem of
forming a new, qualitatively different stage of
societal development. This stage was called post-
industrial or information society, where the main
criterion of measurement was the role of
information technology, which penetrated into
all spheres of human activity. While during the
1960s such considerations regarding the next
stage of social development were considered
futurological forecasts, the further development
of technology and related industrial and domestic
transformations later demonstrated the reality of
the changes predicted by theorists. First of all,
they touched the means of mass communication,
the spread of television product, and later,
computer technologies, the Internet, augmented
and virtual reality technologies, other
innovations in medicine, biology, robotics, etc.
New developments have made fundamental
changes in the traditional life of society,
emphasizing the leading role of information
activity, which has received strong links with
production processes and the ways of
transferring information.
These changes have complicated and
transformed culture - it has become very difficult
to comprehend it in terms of traditional
philosophical approaches. Thanks to this, the
concepts of mass culture and consumer society
have appeared, which have become the main
features of modernity and require further
research from a philosophical standpoint.
The newest configurations in modern culture
have become more tangible due to the actions of
informatization of all spheres of life. At the same
time, we should also note the transformation in
the worldview and aesthetic understanding of the
world, the change of approaches in science and
culture, the revision of socio-political
orientations and political practices. Therefore,
the definition of society solely as “information”
or also “post-industrial” demonstrates the limited
understanding of the depth of the existing social
reality, which is primarily related to the impact
of the latest technologies on human life, the
formation of consumption. Such an
understanding may be sufficient from the point
of view of sociology, but not enough to form
philosophical generalizations of the entire list of
changes. For this reason, it is an urgent task to
compare postmodernist trends in culture with the
consequences of the spread of the latest
technologies, definitely characterizing the
information society and indicating its differences
from previous stages of social development. The
article aims to analyze the worldview accents of
modernity from the philosophical points of view
of mass culture and consumer society, to identify
the profound social transformations that are
inherent in the new social categories of thinking.
Accordingly, the main objectives of the study are
to characterize the phenomenon of mass culture
through the prism of worldview changes.
Therefore, the main research questions are:
1. Analysis of mass culture in the context of
globalization, determination of its impact on
the modern world
2. Study of the peculiarities of the society of
consumption and consumerism through the
prism of worldview aspects of modernity
3. Analysis the concept of “Protean Identity” as
a Product of Mass Culture and Consumer
Society.
Theoretical Framework or Literature Review
The emergence of the concept of mass culture
occurred at the turn of the XIX-XX centuries,
after which it became a hallmark of the
massification of life. The significance of the
human masses in different cultural spheres was
analyzed by a number of philosophers of the XX
century, who laid the foundation for the
interpretation of this phenomenon. In particular,
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Pell, Gasset & Cleugh (1933) derive the very
concept of “mass” from its cultural content. The
researchers note that “society has always been a
fluid unity of minority and mass. The minority is
the aggregate of persons particularly marked out,
the mass is unmarked by anything. The mass is
the average person...the quantitative definition”
(Pell et al., 1933, p. 120). At the same time, the
American philosopher Stanton (1962)
characterized the relationship of mass culture and
mass communication and communication.
The American sociologist Bell (1965) in The End
of Ideology believed that the characteristics of
society are determined by the emergence of mass
production and mass consumption. The key
principles of consumer ideology are reflected in
the research of Kllbourne (1991).
Clearly, the mass has been significantly
transformed: it has become educated, digital, and
informed. At the same time, the subjects of mass
culture are now not just the mass, but individuals
united by different ties. According to Iorgulescu
& Marcu (2020) the concept of “mass culture”
characterizes the peculiarities of the production
of cultural values in modern industrial society,
designed for the mass consumption of this
culture. Also, these researchers note that mass
culture leads to the emergence of products of
globalization that transcend cultural spaces.
Ishaya (2020) characterized the key features of
the spread of mass culture. Boström (2021)
analyzed how social relations influence the
reproduction of consumer culture as well as its
decline. The researcher emphasized the
intersection of consumer culture and the social
integration of everyday rituals. At the same time,
Cohen (2020) highlighted how the Covid-19
pandemic affected the spread of consumer
culture. Feder et al., (2022) based on the Taking
Participation survey and COVID-19 Cultural
Participation Monitor found a relationship
between cultural consumption and Covid-19. In
the results of the study, the author notes that the
majority of the population, characterized by a
lack of participation in formal cultural forms, did
not notice a change in their consumption
behavior. However, there are still very few
synthetic works that integrate the analysis of
mass culture and consumer culture through the
lens of philosophical science. The problems of
defining precise terminology and analyzing the
axiological dimension of mass culture and
consumer culture are also marginal.
Methodology
The study is theoretical in nature, so to write the
main text, the implementation of the goals and
objectives used general and special research
methods. Given the importance of the
philosophical component in the study, among the
general scientific methods, the following take the
leading place: comparison, analysis, synthesis,
deduction, and induction. In particular, based on
the use of the method of comparison it is
demonstrated that there is a scientific discussion
about different understandings of the essence of
consumerism, consumer society, and mass
culture.
On the basis of synthesis, it is possible to pass
from an understanding of separate facts,
definitions, phenomena, and categories to the
formation of a holistic picture of ideas about the
main problematic of the research. Thanks to
deduction there was also the reverse process - the
splitting of the collective concept into separate
details or the definition of the main features of
this concept. Thanks to this it was possible to
summarize the interpretations available in the
professional literature and to identify individual
elements of complex phenomena.
Among special methods of scientific cognition,
the method of building abstractions was used first
of all for writing the article. Based on abstraction
it was possible to move from a general
interpretation of consumer society and mass
culture to the study of the individual components
of these concepts, the definition of important
aspects, and the formation of generalizations.
The use of the systematic method allowed to
form the structure of the research and
consistently disclose all the important issues
related to the topic. Let us also note that the
article was written based on the principles of
consistency, impartiality, and
comprehensiveness. In particular, thanks to this,
the worldview features of modern post-industrial
consumer society, consisting of many
manifestations and elementary parts, which are in
constant renewal and transformation, were
considered.
Based on the proposed methodology, the study
was carried out in several stages. On the first
characterized the novelty and relevance of the
study, considered the main theoretical concepts
in modern scientific literature. The next stage of
the study is the analysis of the influence of
consumer society and mass culture on the
attitudes of modern society. The last stage - the
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formation of the final conclusions, identifying
the prospects for further research.
Results and Discussion
Mass culture - the culture of the masses, the
culture designed for the consumption of the
people, carrying out the standardization of
human spiritual activity
The genesis of the spread of mass culture stems
from the processes of urbanization caused by
industrializing changes. Former peasants,
becoming residents of cities, lost touch with the
former and the worldview. Such a phenomenon
begins with the 19th century in Europe
(Bushanskyi, 2012). Consequently, the key
factor of cultural development becomes not the
reproduction and dissemination of popular
culture, but the imitation of the status lifestyle of
the ruling strata.
The reason why modern society has become a
mass society is that it has absorbed unified
trends, despite the large-scale wars of the
population (Boström, 2020). The term consumer
society emerged on par with the concept of mass
society, which, in turn, is characterized by: the
spread of mass communication and mass culture,
the standardization of production, the
depersonalization of relationships, etc. As a
result of these processes, central institutions and
accepted systems of values have expanded their
scope (See Figure 1).
Figure 1. A Model of Mass Culture Development through the Prism of Worldview Transformation
Authors’ development
Mass culture is a key phenomenon of postmodern
trends. “People tend to eat the same food, dress
the same clothes, listen to the same music, have
the same eating habits, and believe in the same
values and rules” (Iorgulescu & Marcu, 2020,
p. 304). Thus, mass consumption leads to
products of global culture that transcend cultural
spaces (Morska & Davydova, 2021).
The modern concept of the social clearly
correlates with the idea of J. Baudrillard in In the
Shadow of the Silent Majority or the End of the
Social (Baudrillard, 1994). He endows the mass
with the following typical features of the
postmodern world: chaotic, unstructured. The
mass has no quality, no attributes, no predicates.
It acts as a silent majority, literally absorbing the
social (Baudrillard, 1994).
The key directions and manifestations of modern
mass culture are the stimulation of mass
consumer demand, the development of the
industry of image formation and “improvement”
of physical qualities of individuals, the
transformation of the leisure industry containing
mass artistic culture, mass staged and spectacular
phenomena, mass resort and cultural and tourist
services, where technical techniques of “high” art
are used in order to convey a simplified sense
infantilized content, that is adapted to unhappy
The role of mass culture from a sociological
point of view is conditioned not just by the set of
various products that are actively distributed, but
also by the degree of their influence on people's
consciousness and behavior (Cohen, 2020).
Contemporary researchers note that by
transforming itself into a special institution,
contemporary mass culture has become a
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powerful mechanism of psychological control
(Iorgulescu & Marcu, 2020). In addition, the
elements of repetition, uniformity of this culture
lead to the emergence of the so-called automation
of consumer reactions. At the same time, copying
or imitating “popular” people leads to imitation
of their reactions, this leads to the fact that people
copy certain behaviors, emotions, imposing a
certain taboo on other emotions. Such rejections
of certain “stereotypical” emotions and active
use of “compulsive” behavioral stamps leads to a
low level of emotional intelligence - the ability to
deal with one's own and others' emotions, that is,
to properly understand, assess, and express them.
Today emotional intelligence is an important
worldview of the modern developing person.
Mass consumerism is also about mass production
(Ishaya, 2020). It is not only a matter of
replicating not only certain things, but also
imitations of characters, behavior, thoughts,
feelings, or cultural values.
A characteristic phenomenon of mass culture is
that in it formalized by social strata “top” and
“bottom” are erased (Bushanskyi, 2012). If
previously a representative of the aristocracy had
the opportunity (and should) lead an appropriate
way of life and had every opportunity to use
objects and artifacts corresponding to his
position, in the current conditions all social strata
have the same conditions for consumption.
Imitation, repetition, which is characteristic of
mass culture, is a loss-making process. The
process of imitation has outwardly-formal signs,
but the imitator cannot grasp the content and
essence of the example he or she is oriented to.
Imitation is associated with simplification, and at
the same time, to the creation of a copy
(Bushanskyi, 2012). Consequently, the spread of
hedonistic values in mass society is accompanied
by the phenomenon of deprivation of the spiritual
and moral needs of man. We are talking about
when the process of “mass” affects the person
completely and becomes the center of his life. A
phenomenon is emerging that is associated with
a one-sided dependence on mass trends, things,
etc. (Boström, 2020). This, in turn, affects the
emergence of several psychological effects. First
of all, there is the effect of constant
dissatisfaction with one's standard of living,
which is maintained through the constant arousal
by the culture of mechanisms of social
comparison. Television and the Internet, where
an exaggerated, rather than real, the standard of
living is demonstrated, may be of key importance
in this system (Ishaya, 2020). At the same time,
this dissatisfaction is accompanied by an increase
in social isolation: individuals are less and less
likely to reach the level of personal relationships,
preferring to replace them with formal role
relations of the exchange type. This is observed
not only between employees, neighbors but even
between relatives. Thus, a new tendency is
emerging - the consumer isolation of family
members from one another. At the same time,
such things lead to a decrease in emotional
intelligence, since emotions are most intensely
involved when people communicate with others.
Among such processes that lead to so-called
psychological malaise, the main one stands out -
the loss of the true meaning of existence since the
phenomena of dissatisfaction and isolation are
mere manifestations of the mental emptiness that
haunts mass society.
At the same time, with the spread of mass culture,
there is no social distinction between social
strata, which has defined the specific limits of the
existence of high culture (classical art) and
folklore. They have become mostly materials for
kitschy replication. At best, they have become
materials for interpretation.
Consumer Society and Consumerism:
Worldview Features of Modernity
Consumerism and consumer society are often
synonymous. At the same time, there can be a
difference between the two. Consumerism is a
specific way of life associated with an exclusive
desire to buy and consume goods (Boström,
2020). Among its characteristic features is
shopping, understood as the direct
implementation of spontaneous purchases, and as
a form of sensual consumption, associated with
the consideration of store windows and goods,
but without the motivation to purchase them.
From this point of view, consumerism can be
seen as a certain component of consumer society,
connected directly with the process of purchase
itself.
Instead, consumer society is understood as a
form of social relations based on the mass
consumption of goods and services, which forms
the corresponding worldviews and behavior in
society (Lorenzen, 2017). At the same time, such
practices evolve and, as of today, the purpose of
buying things is not so much to satisfy certain
natural needs of an individual as to demonstrate
an individual's belonging to a particular social
stratum (whose representative can buy such a
thing). Popular among philosophers and
sociologists is the definition of “demonstrative
consumption”, which is also called “prestigious”,
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“demonstrative”, “status”. The content of this
concept is revealed as spending wastefully on the
purchase of goods and services that are important
primarily to show off one's own wealth, rather
than intended to meet immediate needs (Mohr,
2021). Given the above aspects, it is not only said
that certain social, economic, and cultural
categories are formed, but also that constant
anthropological concepts are formed. In a sense,
these categories become axiological, moral,
aesthetic, and pedagogical, define the standards
of characterization of the quality of human life,
internal orientations, spiritual and cultural
outlook, etc.
Certain cultures of modern consumer culture are
based on technological innovations and
gadgetization. Life cycles of goods are becoming
shorter, new and improved models quickly
replace the old ones within a very short period of
time. This leads to the notion that durable
consumer goods do not exist at all - things are not
adapted to serve people for long periods of time
(Boström, 2020). The components of the
consumer society are several worldview
elements. First of all, consumption gets leading
roles in shaping social relations, transforming
them in its own way (Yates, 2022). Second, it is
not the economic but the social and cultural
aspect that has become dominant in consumer
consciousness. In this way, consumption is taken
beyond economic life and becomes a key part of
the social and cultural behavior of individuals.
Due to this, consumers create corresponding
programs of behavior, various products, and
things, facts, other people are characterized due
to this.
Thus, actively spreading on a global scale,
consumer culture leads to the formation of the
following attitudes (See Figure 2).
Figure 2. Worldview attitudes of a representative of consumer culture
Authors’ development
Consequently, the above attitudes lead to the
infatization of the psyche, the suppression of the
will in favor of the emotional, and then the lack
of desire to develop emotional intelligence. The
latter is important in today's worldview processes
because a high level of emotional intelligence
forms a greater degree of satisfaction with one's
life. The above factors characterize a special
anthropological type – “human-consumer”,
brought up in the system of meanings and values
of mass consumer culture.
“Protean Identity” as a Product of Mass
Culture and Consumer Society: Axiological
Dimension
Modern people permanently trying on different
social roles, following various ideological trends
and fashionable brands, find themselves in a
“labyrinth of identities”. Researchers use the
concept of “protean identity” proposed by the
American psychiatrist R. Lifton to explain this
condition. Its essence is that a person's identity in
modern conditions cannot be in a static state and
is constantly transforming, so people become
similar to the ancient god Proteus, who was
permanently changing his own appearance
(Lifton, 2017).
Decreasing cultural
horizon
Simplification and
primitivization of the
value and semantic
quality of culture
The spread of
hedonistic values and
interests. Passive
Hedonism
Fragmented nature of
the worldview
Lack of persistent
beliefs
Non-critical and non-
self-sufficient thinking Impoverishment of
social connections
Infantilization of the
psyche, weakening of
self-restraint and self-
control
Lack of desire to
develop emotional
intelligence
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There are a number of reasons for this tendency
to change identity. Among them, globalization -
the interaction and interpenetration of cultures, as
a result of which modern people feel like
“citizens of the world” and lose their traditional
sense of their roots, their connection to familiar
social environments and social institutions that
functioned as powerful mechanisms of
identification and self-identification - is one of
them. The challenge in the globalized context
was the spread of mass culture, which, in turn,
provoked the emergence of mass man. The mass
man in terms of identification is in a difficult
situation of axiological choice (Boström, 2020).
In particular, if being a special individual in
today's circumstances means remaining the same
as everyone else, then the traits of personal
individuality can only be obtained when one
refuses to be an individual. This gives rise to the
rather strange but true notion that not wanting to
be an individual at a time when everyone wants
to be one allows one's individuality to emerge.
In modern circumstances it is difficult for people
to form a well-established image of their own self:
its structure, consisting of a certain number of
diverse images, becomes significantly more
complicated, turning into a multi-level structure,
in which there are almost no connections, unified
belonging, etc. The formation of identity
according to the traditional scheme creates a
balanced system of views and images, perceived
as natural and indicating a part of the individual's
consciousness. Mass culture through the
mechanisms of globalization has caused the
emergence of crisis identity, which is manifested
in the violation of certain connections and the
unity of the whole structure. For this reason, the
problems of personal identity are currently
among the extremely relevant parts of
philosophical discourse.
Consumption in modern conditions is considered
one of the key phenomena, a certain category,
which is extremely important for the
characterization of reality and allows us to assess
the state of society and individuals (Feder et al.,
2022).
Such a phenomenon influences the formation of
the current social reality, and in many respects
determines the identity of individuals and the
way they perceive the world around them
because every individual is also a consumer.
From this perspective, consumption is much
more than just the possession and use of things
for personal purposes. Consumption becomes the
identity of the world of goods around us.
Consumption itself is interpreted in many
contemporary scholarly texts as one of the main
values, primarily through its role and
significance in economic life and in the
functioning system of social axiology.
Consumption has been transformed from a
means of obtaining a perceived goal into a
peculiar kind of human activity (Ostropolska,
2021). Consumption has transformed from an
ordinary operation into an activity through which
a person creates his or her own image, achieves
his or her goals, and realizes his or her own
values through specific behavior. In fact,
consumer activity (and professional activity) has
become the main expression of self-realization,
identity. So, the culture of mass consumption
society also presents a challenge to identity
formation. In today's world, many new cultural
symbols have emerged, which, using the
mechanisms of global dissemination, the
Internet, and mass media, transcend national
borders, allowing individuals a new sense of
connection between loved ones, but also with
others (Verganti, Vendraminelli & Iansiti, 2020).
Under such conditions, individuals gradually
lose their sense of autonomy and insularity, but
the autonomization of society is also
characteristic, where a sense of community does
not contribute to mental or moral rapprochement.
The crisis of identities is therefore conditioned by
a reassessment of values, which have always
been the basis for any identification.
An important tool for overcoming the state of
uncertainty can be the philosophy of the “New
Enlightenment”, the essence of which consists in
global transformations in the system of thought.
As a consequence, the human worldview will
remain humanistic, integral, but free of egoistic
anthropocentrism. It will be open to
development, but moderately conservative (to
ensure stability and peace). On this basis, there
will be a need to inhibit excessive consumerism,
but to appeal to ideas of environmental
protection, the search for balance, and
moderation in the use of technology, gadgets, etc.
Through this, a global cosmopolitan identity is
possible, taking the best achievements of the past
and adding new refinements to them. Although
such considerations are only suggested in
research, they are worthy of attention as a
specific form of countering the negative effects
of mass culture and egalitarianism.
Conclusions
Thus, modern post-industrial society has given
rise to the development of mass culture and
consumer society. Considering the globalization
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processes, the development of the latter
categories has gained a worldwide character and
is important from the point of view of
philosophical research. In the realities of the
spread of mass culture, the social distinction
between social strata has been erased, that is, in
the present conditions, all social strata have the
same conditions for consumption. This
phenomenon has also defined the specific limits
of the development of high culture and folklore:
they have become mainly materials for kitschy
replication. As we have been able to establish the
importance of mass culture is conditioned not
only by the totality of a variety of products that
are actively distributed but also by the degree of
their influence on the consciousness of people.
The peculiarities of the worldview inherent in
modern mass culture are the formation of global
consumer markets, the influence of image
improvement industries, the transformation of
the leisure industry, which have transformed
artistic culture, simplifying it to tourism and
entertainment services, the infantilization of art,
egalitarian trends of society.
Consumerism and consumer society, as
demonstrated, are different concepts.
Consumerism as a part of consumer philosophy
constitutes an integral part of consumer society,
which has formed certain worldview guidelines
of its own: the primitivizing of sociological-
semantic qualities of culture, the spread of
hedonistic moods and egoism, the infantilization
of psychological processes, the non-acceptance
of criticism and the lack of critical thought. Man,
a representative of consumer and mass culture in
general is characterized by a lack of desire to
develop emotional intelligence, which ultimately
leads to a decrease in life satisfaction.
The formation of mass culture, which created the
mass man, led to the emergence of the “Protean
identity,” which shows the crisis of
contemporary identities in the world. In the same
way, consumption has changed its meaning from
a means to an end to an activity. The emergence
of worldwide new cultural symbols and their
dissemination through global channels of
information transmission have changed the
worldview motives of identification, which has
become more social than national. This crisis
requires a solution, and a possible solution could
be an appeal to the ideas of post-enlightenment,
the main theses of which are related to the
restriction of consumer activity and the appeal to
spiritual reference points.
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