Consumer culture and neoliberalism
There is a strong union of consumer culture and the neoliberal economic order. Market ideology and consumer culture are similar in many of their postulates. At the same time, neoliberal doctrines are saturated with many myths that claim that the market and consumer culture are the key to the democratization of society. The reali-ties of consumer society in many aspects refute the liberal's promises about the free market accompanying democratic trends. A culture commercialized according to neoliberal recipes loses its authenticity. Mass consciousness is getting deglorified and attitute towards the socially beneficial values as well as towards the very concept of “public benefit” is getting transformed. The establishment of consumer values in Russian society can be seen as a feature of cultural imperialism on the part of the West.