ONYOMANIA AS A TREND OF YOUR CONSUMPTION IN YOUTH: A SOCIO-CULTURAL ASPECT
The study of modern cultural phenomena in the context of the general laws of the existence of culture allows us to expand the sociocultural space of research. Among the many problems facing modern society, the problem of addictive consumer behavior, defined as oniomania, is becoming more relevant. In the existing consumer society, information and popular culture are aimed at stimulating the processes of acquiring various tangible and intangible benefits. In the era of consumption, an enormous array of advertising messages and calls to purchase affects a person. Advertising, marketing systems and mass media form a hedonistic ideology that transforms into a lifestyle. Today, oniomania is demonstrated as the norm of behavior from TV screens, glossy magazines and even artworks. The relevance of this problem is confirmed by research materials stating that they have already reached more than 20 % of the Russian population. This indicator tends to increase rapidly, as existing technologies greatly simplify the shopping process. In America, oniomania is no longer considered as dependence, but as a disease, since there are about 15 million people suffering from oniomania. In this regard, it should be noted that oniomania as a consumption model is typical: making purchases not with the aim of satisfying the need for certain goods or services, but for the sake of the purchase process itself, and also with the aim of obtaining a therapeutic effect (stress relief, emotional discharge and etc.); the prevalence of consumer emotional desires in the acquisition of goods over utilitarian motives; impulsive, emotional nature of making a purchase; purchase of goods and services in excess of real needs. The study of the phenomenon of modern consumption is possible on the basis of an interdisciplinary paradigm that combines methodology, research technologies and procedures, the terminology of related disciplines - from social psychology, sociology and marketing to philosophy and theory of culture and philosophical anthropology.