Kulturowe konsekwencje dyktatu rynkowego. Od kultury lojalności do kultury przeżyć i wyprzedaży
Cultural Consequences of Market Diktat. From the Culture of Loyalty Towards the Culture of Experiences and Sales

Summary/Abstract: The author of the article made an attempt to present contemporary cultural determinants which deprive culture of its traditional meaning and role in the life of human being and society. Currently we observe two tendencies in the “world‘s culture”: one is connected with the culture of loyalty that refers to traditional understanding of culture, whereas the second one is the culture of experiences and sales. The latter tendency allows for cultural diktat of the market and is characterized, among others, by the “tyranny of choice”, consumerization of life, marketing pressure and other such mechanisms of global selling of everything. This certainly brings threat of “ghettoization of culture”, dehumanization and reduction of culture to the element of the almighty market. This cultural illusoriness of the market diktat constitutes the main thesis of this article which tried to show the dehumanizating consequences of this phenomenon and omnipresent pressure of the culture of purchase and sale.

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