THE ARCHETYPE OF CONSUMPTION AND ITS CONTRADICTIONS IN THE CONTEMPORARY EUROPEAN SPACE OF ECONOMIC AND SOCIAL INTERACTIONS

Abstract

The analysis of the theoretical interpretations of the contradictions of the consumption archetype in the contemporary European space of economic and social interactions is presented in the article. The importance of the further development of scientific research on the newest consumption practices under the context of globalization and European integration is substantiated. The scientific understanding of consumption as the fundamental civilizational transcultural archetype which defined as determining factor for organization and technological development of contemporary production systems of production and as the stimulus of resource exchange between individual and collective subjects of public life is proved by the author. Also presented argumentation that the development of main practices of consumption reproduce in the globalized public space of the separate regions, and the European public space is the evident example of such region. It is proved that the main contradictions of the functional manifestations of the consumption archetype in the European public space of economic and social interactions are determined by the processes of real competition of various models of consumption, and by the increased manipulative influence of the media and advertising, which translate the values of the ideology of consumerism and the standards of elitist consumption without taking into account the existing deep socioeconomic inequality in most European societies.

In this article is presented by the author the scientific argumentation of the conceptual position that internationalization of individual and collective practices of consumption determines the radical changes of the spatial conditions of social reproduction of these practices. Under contemporary conditions of the intensive global resource exchange, which is caused by the activities of TNCs and by the global migration, the development of basic consumption practices stimulate the new social transformations in the globalized public space of the different regions, and the European public space is also the one of such regions.