POPULIARIOJI KULTŪRA IR REKLAMA: SUBJEKTO FRAGMENTACIJA VARTOJIMO KAPITALIZMO SĄLYGOMIS
POPULAR CULTURE AND ADVERTISING: THE FRAGMENTATION OF SUBJECT UNDER THE CONDITIONS OF CONSUMER CAPITALISM

Summary/Abstract: In this article we analyse the fragmentation of modern subject under the conditions of consumer capitalism and consumer society. We are trying to consider the question what is the impact of popular culture on the fragmentation and how cultural commodifying power “relates“ to philosophical discourses on fragmentation and postmodern subjectivity. The structure and operations of popular culture are determined with the notions of consumering and consumable consumer and advertising’s commodifying power. Philosophical views on subject’s fragmentation are expressed in three main discursive formations, namely, post-structuralist and deconstructive, globalizational, and postmodern. Various aspects of interrelations between these formations are analysed in terms of some concepts of multiple or dividual identity. The link between the segmentation of consumer market an the fragmentation of subject is considered. We are arguing that the market of identities is inevitable aspect of contemporary consumer capitalism and its popular culture.

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