employee
Kuzbass State Agrarian University named after V. N. Poletskov (Educational Technologies Department, Professor)
employee
Kemerovo, Russian Federation
Russian Federation
graduate student
Russian Federation
UDC 316.3
The specifics of the formation of tastes and preferences of individuals in modern consumer society are considered. Drawing on critical theory and postmodern ideas, the authors present the essence of the current stage of relations development in the consumer society, largely determined by the influence of the media industry on the preferences of individuals and groups. It is noted such an impact of desire production mechanisms on modern man in which their behavioral pattern becomes a product. The role of opinion leaders in shaping tastes and preferences has been outlined. The features of interaction of influencers and bloggers with consumers of information, realized by means of advanced Internet technologies are shown.
consumer society, taste, preference, public opinion, influencer, culture, interaction, leader, media industry, blogger
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