Престижное потребление как фактор приобретения статусных идентичностей в массовой культуре
Luxury consumption as a factor of gaining status identity in mass culture

Summary/Abstract: This article analyzes the prestigious consumption, determined by mass culture as the acquisition mechanism status, desired by the individual identities in the modern society. The simulative nature of consumption and the relationship between the consumer and symbolic properties of things, included the branding industry are considered. The essential factors of identity formation within the framework of consumption as an important form of social existence are reviewed.

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