World of Science. Series: Sociology, Philology, Cultural Studies
World of Science. Series: Sociology, Philology, Cultural Studies
           

2020, Vol. 11, No. 1. - go to content...

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Korop M.M. [The commodification of communication: price and value] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 1. Available at: https://sfk-mn.ru/PDF/38SCSK120.pdf (in Russian).


The commodification of communication: price and value

Korop Margarita Mikhailovna
Belgorod national research university, Belgorod, Russia
E-mail: ozerova_m@bsu.edu.ru

Abstract. The article analyzes the issue of cultural and market relations that contribute to the development of the commodification processes as a consumption mechanism that affects non-market social areas. External and internal social processes penetrate into the cultural and communicative environment, thereby creating one of the most pressing problems related to the relationship between the market and social value – communication commodification. As a result of the economic, social, and cultural development of a consumer society, commodification as an ambivalent phenomenon unites communication as an essential social interaction and a market as a space for selling information. This phenomenon forms the prerequisites for the expansion and development of the interaction sphere between cultural values and personality, which is not only a carrier, but also an active social agent of spiritual values and norms. This process is gradually being expanded and implemented in an increasing number of spheres of human life, which is the basis for highlighting the commodification of communication, since information as a result of creative activity is converted into a product. Communication loses the spiritual component of the personality, being transformed into a consumer product. Commodification transforms spiritual processes into commodity production, thereby obtaining a product in the form of a “new spirituality”. The modern sociocultural environment is in crisis state in consequence of the fragmentation and disunity of the cultural and communication space. The development of cultural and market relations and globalization have supported commodification processes as the reification and extrapolation of the consumption mechanism to non-market social areas. Commodification of communication in the general sense is not prevails negative tone, but its consequences are critical. The process of industrialization is taking place: technical and economic growth encourages creation of artificial environment of reality, however, the need for development and promotion helps to realize the destructiveness of the environment and the self-image search among a commodified society.

Keywords: communication; commodification; consumer society; spiritual values; commodification communication; sociocultural system; communication product

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