CONSUMER SOCIETY HERMENEUTICS

Text topic: Philosophy of Media

Text author: Nediljko Matić

In this paper the author analyses the aspects of globalization, culture, identity, consumption, media and culture in the modern consumer society. The values this society imposses by its consumption and market identification define the society as a dominant consumption culture with market as its main characteristic. The consumption is defined as the main spot in the realization and creation of the contemporary, man-of-today identity. The basic problem appears to be the lack of understanding concerning the global aspects of the society we are living in. Gadamer’s understanding of hermeneutics as a practical philosophy and Heidegger’s definitions of phenomenology from his earlier works may help us in understanding the basic guidelines of the modern society.