Oprema masovnog i potrošnog
The Antithesis: Mass and Consumer Mentality

Summary/Abstract: The spectacular nature of technological advance had long obscured the chaos wrought by large-scale migration of populations. Material considerations enclose the individual within a personal circle. Ties with the environment are severed, and commonalty cannot be established. The consumer mentality transforms groups of individuals into undifferentiated crowds. Cultural values are produced only in relations between subjects, never as a result of individual acts. The difference between mass and consumer becomes thus the chief determinant of the culture of everyday life. The term mass culture can be used to denote the process necessary to constitute contemporary cultural values. The term consumer culture, on the hand, denotes current developments which have the appearance of cultural events but denote in fact the destruction of collective values and of any common structuring of knowledge and experience.

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