POLICY OF LIFE CHANCES AND POLICY OF LIFE STYLES UNDER THE CONDITIONS OF CONSUMER CULTURE

Consumer culture is considered a special type of material culture. We need to point out that the key feature of the consumer culture is the progressive transformation of the utility value of consumption objects and their symbolic significance and non-material representation shaping consumers. identity, which serves as the sources of self-reflection, changes in life styles and social distinction. We will try to depict a few ambivalent situations anchored in the principles of the consumer culture, occurring in consumers. strategies and practice of their life styles. We focus on the significance of the consumption as the universal value which should be attended by the largest possible consumer circles together with marketing communication, emancipating as part of consumer opportunities of non-personal mass market of unified products. Simultaneously, we will try to stress the rebellious manifestations of individualized consumption refusing to accept the mainstream type of consumerism with the objective to create opposing and rebelling subcultures. We observe as the original alternative icons of anti-consumerism gradually become icons of mass-popular consumption and objects of subsequent consumerism.