Zotova A.S. The Concept of Consumer Society in the Modern Communication Space of Advertising Discourse

DOI: https://doi.org/10.15688/jvolsu2.2022.1.11

Anna S. Zotova

Candidate of Sciences (Philology), Associate Professor, Department of Public Processes, Mass Media and Advertising Technologies, K.G. Razumovsky Moscow State University of Technologies and Management

Zemlyanoy Val St, 73, 109004 Moscow, Russia

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https://orcid.org/0000-0002-0025-5332

Abstract. The article is devoted to identifying the essence of the concept of consumer society, which is implemented within the framework of modern advertising discourse in the conditions of digitalization and information technologies. Based on the provisions of the theory introduced by J. Baudrillard and taking into account the linguistic and semiotic features of up to date advertising discourse, it is shown that advertising communication is a part of the global information and communication space, which tends to multicultural codes, an international semiotic system, when interaction with the audience is carried out on the platforms of web 2.0 network social services primarily using various iconic signs and symbols. These features are found in the conceptual content of consumer society of the concept, which reflects such categories as network society, marketability, demand engineering, handling consumer practices and following consumption models, and also demonstrates the shift of the social hierarchy towards eHomo. It is established that consumer society in the modern global world is organized not by the idea of materialism, but by the idea of a dream, which the advertising discourse transmits through myths and simulacra, stereotyping, influencers, etc. Advertising communication is characterized by the reduction of the verbal component, polycode and multimedia content, striving for social-and-cultural symbols.

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