Sotsiokulturna rol’ hroshei u protsesi spozhyvannia
SOCIO-CULTURAL ROLE OF MONEY IN CONSUMPTION PROCESS
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The article provides a study of money functioning and dynamics of its role in consumption. Theoretical approaches to the concept “money” as a sociological category in the works of classical authors and modern researchers are examined. Although money is, first of all, a regulator of consumption, monetarization of everyday life causes the change of traditional factors of social integration. Key characteristics of socio-cultural situation are outlined in the paper. Since the process of consumption is getting beyond the limits of economic realities, money is becoming a criterion of human values. Interiorization of cultural norms and values by an individual is equated with acquiring dominating consumption practices. So, money defines the well-established quantitative limits of consumption and, at the same time, potential limitless number of propositions that can be realized during the consumption process. Specific money properties are outlined while analyzing the process of shopping as a widely used type of consumption behavior. Money is transformed from universal equivalent of commodity value into motive and stimulus for different types of activity and acquires features of cultural value.
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