Tożsamość i osobowość człowieka w kulturze konsumpcyjnej. Perspektywa baumanowska
Identity and personality in consumer culture. The prospect of Zygmunt Bauman

Summary/Abstract: Identity and human personality in the time of postmodern have a new meaning. It is a new consumer product. This thesis shows an essential view of identity as a brand, its multidimensionality and isolate patterns that created personal consumer culture. Polish philosopher and sociologist Zygmunt Bauman shows four main patterns: cars - walkers, wanderers, tourists and players. Other important patterns personal twen-ty-first century are homo consumerus and homo maller.

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